PENGARUH KAMPANYE PUBLIC RELATIONS "GLOBAL GIMME MORE" PADA INSTAGRAM @884GLOBALRADIO TERHADAP BRAND AWARENESS

AL GIBRAN BASMALLAH ARDIYANTO, . (2025) PENGARUH KAMPANYE PUBLIC RELATIONS "GLOBAL GIMME MORE" PADA INSTAGRAM @884GLOBALRADIO TERHADAP BRAND AWARENESS. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

[img] Text
File COVER.pdf

Download (1MB)
[img] Text
File BAB 1.pdf

Download (306kB)
[img] Text
File BAB 2.pdf
Restricted to Registered users only

Download (415kB) | Request a copy
[img] Text
File BAB 3.pdf
Restricted to Registered users only

Download (565kB) | Request a copy
[img] Text
File BAB 4.pdf
Restricted to Registered users only

Download (595kB) | Request a copy
[img] Text
File BAB 5.pdf
Restricted to Registered users only

Download (138kB) | Request a copy
[img] Text
File Daftar Pustaka.pdf

Download (97kB)
[img] Text
File Lampiran.pdf
Restricted to Registered users only

Download (4MB) | Request a copy

Abstract

Media sosial kini menjadi kanal utama dalam kampanye public relations karena mampu menjangkau audiens secara luas dan interaktif, sebagaimana diterapkan oleh Global Radio Jakarta melalui akun Instagram @884globalradio dalam kampanye “Global Gimme More” untuk meningkatkan brand awareness. Penelitian ini menggunakan pendekatan kuantitatif dengan asosiatif kausalitas, menyebarkan kuesioner dan menganalisis data menggunakan teknik deskriptif serta regresi linear sederhana. Hasilnya menunjukkan kampanye ini mendapat respons positif dari audiens, dengan skor rata-rata 3,24 (kategori sangat setuju), di mana dimensi perumusan strategi mencatat skor tertinggi (3,32) dan dimensi objektif terendah (3,15), mengindikasikan perlunya peningkatan dalam kejelasan tujuan kampanye. Brand awareness juga menunjukkan skor rata-rata positif sebesar 3,17, dengan dimensi recognitif tertinggi (3,27) dan dimensi purchase terendah (3,10). Analisis regresi mengungkap adanya pengaruh positif dan signifikan antara kampanye dan brand awareness, dibuktikan oleh koefisien regresi 0,555 dan signifikansi 0,000. Dengan demikian, kampanye “Global Gimme More” terbukti efektif dalam meningkatkan brand awareness Global Radio Jakarta, meskipun perbaikan pada strategi komunikasi tujuan dan dorongan terhadap aksi nyata dari audiens masih diperlukan. Kata kunci: Brand Awareness, Global Gimme More, Global Radio Jakarta, Instagram, Kampanye Public Relations. ***** This study aims to evaluate the effectiveness of Global Radio Jakarta’s “Global Gimme More” campaign on Instagram and analyze its causal influence on brand awareness. Using a quantitative-causal approach, data were collected through questionnaires and analyzed using descriptive statistics and simple linear regression. Results show a positive audience response, with an overall campaign score of 3.24 (strongly agree). Strategy formulation scored highest (3.32), while objective setting scored lowest (3.15), suggesting a need for clearer communication of campaign goals. Brand awareness averaged 3.17, with high recognition (3.27) but low purchase intention (3.10). Regression analysis indicates a significant positive effect of the campaign on brand awareness (coefficient = 0.555, p = 0.000). In conclusion, the campaign effectively increased brand awareness, though improvements are needed to strengthen objectives and encourage audience action. Keywords: Brand Awareness, Global Gimme More, Global Radio Jakarta, Instagram, Public Relations Campaign.

Item Type: Thesis (Sarjana)
Additional Information: 1). Indah Fajar Rosalina, M.I.Kom ; 2). Abdul Kholik, M.I.Kom
Subjects: Ilmu Sosial > Komunikasi
Divisions: FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User: Al Gibran Basmallah Ardiyanto .
Date Deposited: 25 Jul 2025 08:06
Last Modified: 25 Jul 2025 08:06
URI: http://repository.unj.ac.id/id/eprint/56766

Actions (login required)

View Item View Item