PENGARUH INFLUENCER SANTI AYU ARIZKI TERHADAP BRAND AWARENESS PLN MOBILE PADA PT. PLN UP3 JATINEGARA

AZZAHRA AUGUST LOVIANI NUGROHO, . (2025) PENGARUH INFLUENCER SANTI AYU ARIZKI TERHADAP BRAND AWARENESS PLN MOBILE PADA PT. PLN UP3 JATINEGARA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh influencer Santi Ayu Arizki terhadap brand awareness aplikasi PLN Mobile pada PT PLN UP3 Jatinegara. Latar belakang penelitian didasari oleh rendahnya kesadaran masyarakat terhadap aplikasi PLN Mobile meskipun sudah dilakukan promosi melalui media sosial. Penelitian menggunakan pendekatan kuantitatif dengan metode survei dan teknik purposive sampling kepada pengikut instagram @santiayuarizki. Variabel independen (X) yaitu pengaruh influencer diukur dengan indikator trustworthiness, attractiveness, dan expertise, sedangkan variabel dependen (Y) yaitu brand awareness diukur dengan indikator recall, recognition, purchase, dan consumption. Data dianalisis menggunakan regresi linear sederhana dengan bantuan SPSS. Hasil analisis menunjukkan bahwa terdapat pengaruh yang signifikan antara influencer terhadap brand awareness, ditunjukkan dengan nilai signifikansi 0,000 yang berada di bawah ambang 0,01. Korelasi Pearson antara kedua variabel mencapai 0,599, yang menandakan adanya hubungan yang cukup kuat. Sebesar 65,9% variasi dalam brand awareness dapat dijelaskan oleh pengaruh yang diberikan oleh influencer. Dimensi expertise memiliki skor tertinggi, menunjukkan keahlian influencer menjadi faktor dominan. ***** This study aims to determine the influence of influencer Santi Ayu Arizki on brand awareness of the PLN Mobile application at PT PLN UP3 Jatinegara. The background of the research is based on the low public awareness of the PLN Mobile application despite promotions being conducted through social media. The research employs a quantitative approach using survey methods and purposive sampling techniquens targeting followers of the Instagram account @santiayuarizki. The independent variabel (X), which is the influence of the influencer, is measured using indicators of trustworthiness, attractiveness, and expertise, while the dependent variabel (Y), brand awareness, is measured using indicators of recall, recognition, purchase, and consumption. Data were analyzed using simple linear regression with the help of SPSS. The analysis results indicate a significant influence of influencer on brand awareness, as evidenced by a significance value of 0.000, which is below the threshold of 0.01. The Pearson correlation between the two variables reached 0.599, indicating a frairly strong relationship. Approximately 65.9% of the variation in brand awareness can be explained by the influence exerted by the influencer. The dimension of the expertise has the highest score, indicating that the influencer’s expertise is a dominant factor.

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:	Users 28158 not found.
Date Deposited:	05 Aug 2025 01:23
Last Modified:	05 Aug 2025 01:23
URI:	http://repository.unj.ac.id/id/eprint/57741

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