PENGARUH IKLAN INSTAGRAM XL AXIATA “WE ARE MORE” TERHADAP BRAND IMAGE PADA FOLLOWERS INSTAGRAM @MYXL

ACHMAD FAUZAN KAMIL, . (2025) PENGARUH IKLAN INSTAGRAM XL AXIATA “WE ARE MORE” TERHADAP BRAND IMAGE PADA FOLLOWERS INSTAGRAM @MYXL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Persaingan dalam industri telekomunikasi di Indonesia semakin kompetitif, terutama dengan pesatnya perkembangan teknologi digital yang mendorong perusahaan untuk melakukan promosi melalui berbagai saluran komunikasi, termasuk media sosial. Salah satu bentuk strategi komunikasi pemasaran dilakukan oleh XL Axiata melalui kampanye iklan Instagram “We Are More” yang bertujuan membentuk brand image pada followers instagram @MyXL Penelitian ini menggunakan dua variabel, yaitu iklan sebagai variabel independen (X) dan brand image sebagai variabel dependen (Y). Variabel iklan diukur menggunakan dimensi dari Kasali, yaitu: menimbulkan perhatian, menarik, menimbulkan keinginan, dan menghasilkan tindakan. Sedangkan brand image diukur berdasarkan teori Kotler, yang terdiri dari empat dimensi: kesan profesional, kesan modern, melayani semua segmen, dan perhatian terhadap konsumen. Penelitian ini berlandaskan teori komunikasi pemasaran dan pendekatan Integrated Marketing Communication (IMC). Penelitian ini menggunakan paradigma positivisme dan pendekatan kuantitatif dengan metode survei. Populasi dalam penelitian adalah followers Instagram @MyXL, dengan jumlah sampel sebanyak 76 responden yang diambil menggunakan teknik purposive sampling. Pengujian instrumen menggunakan uji validitas KMO dan Bartlett serta uji reliabilitas dengan Cronbach Alpha. Data dianalisis menggunakan uji univariat dan regresi linear sederhana sebagai analisis bivariat. Hasil penelitian menunjukkan bahwa terdapat pengaruh antara iklan Instagram XL Axiata "We Are More" terhadap brand image pada followers Instagram @MyXL. Pengaruh antara kedua variabel tersebut menunjukkan hubungan yang kuat berdasarkan hasil analisis regresi linear sederhana. Hal ini menunjukkan bahwa followers Instagram @MyXL memperhatikan pesan yang disampaikan melalui iklan Instagram XL Axiata "We Are More", baik dari segi visual maupun pesan yang ditampilkan. Iklan Instagram XL Axiata "We Are More", berperan dalam membentuk persepsi terhadap brand image XL Axiata sebagai penyedia layanan yang dianggap sesuai dengan kebutuhan dan keinginan followers @MyXL. Kesimpulan dari penelitian ini menunjukkan bahwa iklan Instagram “We Are More” memiliki pengaruh signifikan dalam membentuk brand image XL Axiata. Berdasarkan hal tersebut, disarankan agar perusahaan terus mengembangkan strategi pemasaran melalui iklan digital yang kreatif dan relevan untuk mempertahankan serta meningkatkan posisi brand secara konsisten di tengah persaingan industri telekomunikasi yang semakin kompetitif. Kata kunci: Iklan, Instagram, Brand Image, Komunikasi Pemasaran, XL Axiata. **** Competition in Indonesia’s telecommunications industry continues to intensify, especially with the rapid advancement of digital technology, which drives companies to promote their products through various communication channels, including social media. One of the marketing communication strategies implemented by XL Axiata is the “We Are More” Instagram campaign, which aims to shaping its brand image among followers of @MyXL. This study involves two variables: advertisement as the independent variable (X) and brand image as the dependent variable (Y). The advertisement variable is measured based on Kasali’s concept, which includes four dimensions: attracting attention, creating interest, generating desire, and prompting action. The brand image variable is measured using Kotler’s framework, which includes four dimensions: professional impression, modern impression, ability to serve all segments, and concern for consumers. This study is grounded in marketing communication theory and applies the Integrated Marketing Communication (IMC) approach. The research follows a positivist paradigm with a quantitative method using surveys. The population in this study consists of followers of Instagram @MyXL, with 76 respondents selected using purposive sampling. Instrument testing includes the KMO and Bartlett validity tests and the Cronbach Alpha reliability test. Data were analyzed using univariate analysis and simple linear regression as a bivariate analysis technique. The results show that there is an influence between XL Axiata’s Instagram advertisement “We Are More” and the brand image among Instagram followers of @MyXL. The relationship between the two variables is considered strong, based on the results of the simple linear regression analysis. The findings indicate that followers of @MyXL pay attention to the messages delivered in the “We Are More” advertisement, both in terms of visuals and content. The advertisement plays a role in shaping perceptions of XL Axiata’s brand image as a service provider aligned with the needs and expectations of its followers. The conclusion of this study states that Instagram advertising plays a significant role in shaping consumer perceptions of XL Axiata’s brand image. Therefore, it is recommended that the company continues to develop creative and relevant digital advertising strategies in order to maintain and strengthen its brand position in the competitive telecommunications industry. Keywords: Advertisement, Instagram, Brand Image, Marketing Communication, XL Axiata.

Item Type:	Thesis (Sarjana)
Subjects:	Ilmu Sosial > Ilmu Sosial (Umum) Ilmu Sosial > Komunikasi
Divisions:	FIS > S1 Ilmu Komunikasi
Depositing User:	Achmad Fauzan Kamil .
Date Deposited:	12 Aug 2025 02:23
Last Modified:	12 Aug 2025 02:23
URI:	http://repository.unj.ac.id/id/eprint/59401

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