ANALISIS EFEKTIVITAS META ADS PADA AKUN INSTAGRAM ZYREX INDONESIA (Pendekatan Brand Awareness)

IYAN AJI SATRIA, . (2025) ANALISIS EFEKTIVITAS META ADS PADA AKUN INSTAGRAM ZYREX INDONESIA (Pendekatan Brand Awareness). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Analisis Evektivitas Meta Ads Pada Akun Instagram Zyrex (Pendekaan Brand Awareness): Program Studi Pemasran Digital, Fakultas Ekonomi dan Bisnis, Universitas Negeri Jakarta 2025. Penelitian ini bertujuan untuk mengetahui tingkat efektivitas Meta Ads pada akun Instagram Zyrex Indonesia. Menggunakan metode penelitian kuantitatif dengan metode survei dan teknik purposive sampling. Analisis data dilakukan secara deskriptif dengan mengukur skor rata-rata dari kuesioner yang disebarkan kepada 120 responden. Dimensi yang digunakan dalam penelitian ini mengacu pada teori brand awareness, yang terdiri dari Unaware of Brand, Brand Recognition, Brand Recall, dan Top of Mind. Hasil penelitian menunjukkan bahwa berdasarkan pendekatan persentase, efektivitas iklan Meta Ads pada akun Instagram Zyrex Indonesia berada pada kategori tinggi, didukung oleh capaian positif pada masing-masing dimensi brand awareness. Selanjutnya, hasil berdasarkan pendekatan rata-rata juga menunjukkan bahwa efektivitas Meta Ads termasuk dalam kategori tinggi secara keseluruhan, yang mengindikasikan bahwa Meta Ads pada akun Instagram Zyrex Indonesia berhasil meningkatkan kesadaran merek melalui keempat dimensi brand awareness yang diukur. Kata Kunci: Efektivitas, brand awareness, Meta Ads, Instagram. ***** Analysis of the Effectiveness of Meta Ads on the Instagram Account of Zyrex (Brand Awareness Approach): Digital Marketing Study Program, Faculty of Economics and Business, Universitas Negeri Jakarta, 2025. This study aims to determine the level of effectiveness of Meta Ads on the Instagram account of Zyrex Indonesia. A quantitative research method was used, employing a survey approach with purposive sampling techniques. The data were analyzed descriptively by measuring the average scores from questionnaires distributed to 120 respondents. The dimensions used in this study refer to the theory of brand awareness, which consists of Unaware of Brand, Brand Recognition, Brand Recall, and Top of Mind. The results show that, based on the percentage approach, the effectiveness of Meta Ads on the Zyrex Indonesia Instagram account falls into the high category, supported by positive achievements in each brand awareness dimension. Furthermore, the results based on the average score approach also indicate that the effectiveness of Meta Ads is generally in the high category, suggesting that Meta Ads on Zyrex Indonesia's Instagram account successfully increased brand awareness across the four measured dimensions. Keywords: Effectiveness, brand awareness, Meta Ads, Instagram.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dra. Sholikhah, MM ; 2). Dewi Agustin Pratama Sari, S.E., M.S.M
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Iyan Aji Satria .
Date Deposited:	12 Aug 2025 06:08
Last Modified:	12 Aug 2025 06:08
URI:	http://repository.unj.ac.id/id/eprint/59885

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