Kusindrajit, Lastria Masinita (2022) PENGARUH KREDIBILITAS SOCIAL MEDIA INFLUENCER TERHADAP BRAND AWARENESS PADA MASYARAKAT KOTA PONTIANAK DALAM AKTIVITAS KAMPANYE BRAND KULINER. Other thesis, Unika Soegijapranata Semarang.
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Abstract
Social media influencer’s credibility becomes part of brand campaigns and contributes to increased reach, awareness or engagement and skills are very important to be able to place influencer’s who match the brand in their personal style so they are able to make the message they want to convey credible. With the social media influencer’s credibility, it will make it easier for local brands, especially culinary brands, to introduce their brands to the wider community. Therefore, it is important to have brand awareness must be built by the brand to the people with the help of the social media influencer’s credibility. This study aims to determine the effect of the social media influencer’s credibility on the brand awareness in the people of Pontianak City on the campaign of culinary brand. The theory used the social media influencer’s credibility and brand awareness variables. The method used is quantitative with inferential statistics. The population of this study is the total of followers from social media influencer’s who participate in culinary brand campaign activities, with a research sample of 100 respondents using simple random sampling technique. The data obtained after conducting the research were analyzed inferentially with measuring instruments in the IBM SPSS Statistic 25 program. Based on the results of the study, it can be concluded that there is a positive influence generated by the social media influencer’s credibility on the brand awareness of the people in Pontianak City on the campaign culinary brand carried out. With a weak level of influence that is equal to 0.341. So there should be better development in the future so that similar research can produce a high level of influence. The results of the hypothesis test also show that H0 is rejected and Ha is accepted, which means that there is a positive and significant influence on the social media influencer’s credibility on brand awareness. Keywords: Social Media Influencer’s Credibility, Brand Awareness
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | 300 Social Sciences > 302.2 Communication 600 Technology (Applied sciences) > 650 Management > 659 Advertising and public relations |
| Divisions: | Faculty of Law and Communication > Department of Communication Science |
| Depositing User: | Ms Dewi Soelistyowati |
| Date Deposited: | 01 Dec 2022 07:11 |
| Last Modified: | 01 Dec 2022 07:11 |
| URI: | http://repository.unika.ac.id/id/eprint/30178 |
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