PENGARUH TERPAAN MEDIA PROGRAM CAUSE-RELATED MARKETING DALAM KAMPANYE #CaringGlow TERHADAP BRAND IMAGE Y.O.U BEAUTY (STUDI KUANTITATIF PADA POSTINGAN REELS INSTAGRAM @YOUBEAUTY_IDN TANGGAL 12 SEPTEMBER 2024)

SASKIA RAHMAWATI, . (2025) PENGARUH TERPAAN MEDIA PROGRAM CAUSE-RELATED MARKETING DALAM KAMPANYE #CaringGlow TERHADAP BRAND IMAGE Y.O.U BEAUTY (STUDI KUANTITATIF PADA POSTINGAN REELS INSTAGRAM @YOUBEAUTY_IDN TANGGAL 12 SEPTEMBER 2024). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh terpaan media dalam kampanye #CaringGlow terhadap brand image Y.O.U Beauty. Kampanye ini merupakan bagian dari strategi komunikasi pemasaran berbasis isu sosial yang dilaksanakan melalui platform Instagram dengan menggandeng komunitas Lovepink Indonesia. Fokus kampanye diarahkan pada peningkatan kesadaran deteksi dini kanker payudara, yang disampaikan melalui konten Reels. Pesan sosial yang dikemas dalam media digital ini bertujuan membangun persepsi positif terhadap Y.O.U Beauty sebagai merek yang peduli pada isu kemanusiaan, khususnya kesehatan perempuan. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden yang merupakan pengikut akun Instagram @youbeauty_idn dan telah menyaksikan unggahan Reels #CaringGlow pada 12 September 2024. Instrumen berupa kuesioner daring disusun berdasarkan indikator dari dua variabel utama: Terpaan Media dan Brand Image. Terpaan Media diukur melalui tiga dimensi utama: physical exposure, perceptual exposure, dan psychological exposure (Potter, 2019). Sedangkan Brand Image diukur melalui lima dimensi: communicative signals, uniqueness, expectations, perceptions and associations, serta experience (Foroudi & Palazzo, 2019). Hasil analisis regresi linear sederhana menunjukkan bahwa terpaan media berpengaruh positif dan signifikan terhadap brand image Y.O.U Beauty, dengan nilai signifikansi sebesar 0,000 dan koefisien determinasi (R²) sebesar 0,680. Ini berarti bahwa 68% perubahan persepsi terhadap citra merek dapat dijelaskan oleh tingkat terpaan media yang dialami responden. Artinya, semakin tinggi intensitas terpaan media dari kampanye #CaringGlow, semakin kuat pula persepsi positif konsumen terhadap Y.O.U Beauty sebagai merek yang berkomitmen terhadap isu sosial. Dimensi psychological exposure menjadi aspek yang paling menonjol, menunjukkan bahwa pesan kampanye tidak hanya berhasil menjangkau secara fisik dan perseptual, tetapi juga menciptakan efek emosional dan kognitif yang kuat pada audiens. Sebaliknya, dimensi perceptual exposure, khususnya pada aspek hambatan visual dan pendengaran, menunjukkan skor lebih rendah. Hal ini mengindikasikan perlunya optimalisasi kualitas penyampaian pesan agar lebih mudah ditangkap secara sensorik oleh target audiens. Secara keseluruhan, penelitian ini memberikan kontribusi dalam pengembangan kajian literasi media dan komunikasi pemasaran digital, khususnya mengenai efektivitas konten kampanye sosial dalam membentuk citra merek. Temuan ini menegaskan pentingnya memperhatikan kualitas paparan media dalam perencanaan kampanye agar pesan tidak hanya tersampaikan, tetapi juga berdampak secara psikologis dalam membentuk persepsi positif terhadap merek di benak konsumen. Kata Kunci: Terpaan Media, Kampanye Sosial, Brand Image, Public Relations, Media Sosial, Y.O.U Beauty, Kanker Payudara *** This study aims to determine the influence of media exposure in the #CaringGlow campaign on the brand image of Y.O.U Beauty. This campaign is part of a social issue-based marketing communication strategy implemented through the Instagram platform in collaboration with the Lovepink Indonesia community. The campaign focuses on raising awareness of early detection of breast cancer, conveyed through Reels content. The social message packaged in this digital media aims to build a positive perception of Y.O.U Beauty as a brand that cares about humanitarian issues, particularly women's health. The research employs a quantitative approach using a survey method targeting 100 respondents who are followers of the Instagram account @youbeauty_idn and have viewed the #CaringGlow Reels post on September 12, 2024. The questionnaire instrument is designed based on indicators from two main variables: Media Exposure and Brand Image. Media Exposure was measured through three main dimensions: physical exposure, perceptual exposure, and psychological exposure (Potter, 2019). Brand Image was measured through five dimensions: communicative signals, uniqueness, expectations, perceptions and associations, and experience (Foroudi & Palazzo, 2019). The results of the simple linear regression analysis indicate that media exposure has a positive and significant effect on the brand image of Y.O.U Beauty, with a significance value of 0.000 and a coefficient of determination (R²) of 0.680. This means that 68% of changes in perceptions of the brand image can be explained by the level of media exposure experienced by respondents. In other words, the higher the intensity of media exposure from the #CaringGlow campaign, the stronger the positive perception of consumers toward Y.O.U Beauty as a brand committed to social issues. The psychological exposure dimension stands out as the most prominent aspect, indicating that the campaign messages not only successfully reached the audience physically and perceptually but also created strong emotional and cognitive effects on the audience. Conversely, the perceptual exposure dimension, particularly in terms of visual and auditory barriers, showed lower scores. This indicates the need to optimize the quality of message delivery to make it easier for the target audience to perceive it sensorially. Overall, this study contributes to the development of media literacy and digital marketing communication research, particularly regarding the effectiveness of social campaign content in shaping brand image. These findings emphasize the importance of considering media exposure quality in campaign planning to ensure that messages are not only conveyed but also have a psychological impact in shaping positive perceptions of the brand in consumers' minds. Keywords: Media Exposure, Social Campaign, Brand Image, Public Relations, Social Media, Y.O.U Beauty, Breast Cancer

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Elisabeth Nugrahaeni, P., M.Si. ; 2). Nada Arina Romli, M.I.Kom.
Subjects:	Ilmu Sosial > Komunikasi
Divisions:	FIS > S1 Ilmu Komunikasi
Depositing User:	Users 29284 not found.
Date Deposited:	13 Aug 2025 02:30
Last Modified:	13 Aug 2025 02:30
URI:	http://repository.unj.ac.id/id/eprint/60377

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