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      Pengaruh Konten Meta dan X terhadap Peningkatan Citra Merek BRImo dalam Program BRImo FSTVL

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      Date
      2024
      Author
      Fahira, Ayu
      Priatna, Wahyu Budi
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      Abstract
      Perkembangan teknologi digital membuat sebagian besar layanan beralih menggunakan sistem teknologi yang canggih. Sektor perbankan turut serta dalam mengadopsi inovasi baru ini, salah satunya dengan menciptakan mobile banking. BRI sebagai salah satu bank terkemuka turut meluncurkan mobile banking yang bernama BRImo. Salah satu cara yang ditempuh yaitu dengan meningkatkan citra merek BRImo melalui program BRImo FSTVL. Salah satu faktor yang meningkatkan citra merek yaitu promosi media sosial. Salah satu media sosial yang digunakan untuk mempromosikan program BRImo FSTVL yaitu Meta dan X. Hasil dari penelitian ini, menggambarkan hubungan antara variabel konten Meta dan X memberikan pengaruh signifikan yang positif terhadap peningkatan citra merek BRImo. Selain itu, BRI disarankan untuk tetap berinovasi dan mengeksplor kreatifitas dalam pembuatan konten terkait BRImo untuk meminimalisir instrumen yang berada dibawah skor agar citra merek BRImo semakin meningkat saat audiens melihat konten BRImo dalam semua platform media sosial.
       
      The development of digital technology has led most services to switch to advanced technology systems. The banking sector is also participating in adopting this new innovation, one of which is by creating mobile banking. BRI, as one of the leading banks, has launched its mobile banking service called BRImo. One of the approaches taken is by enhancing the brand image of BRImo through the BRImo FSTVL program. One factor that improves the brand image is social media promotion. One of the social media platforms used to promote the BRImo FSTVL program is Meta and X. The results of this study illustrate that the content variables of Meta and X have a significant positive impact on enhancing the brand image of BRImo. Moreover, BRI is advised to continue innovating and exploring creativity in content creation related to BRImo to minimize instruments that are below the score so that the brand image of BRImo increases further when the audience views BRImo content across all social media platforms.
       
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      http://repository.ipb.ac.id/handle/123456789/153782
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      • UT - Digital Communication and Media [306]

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      Copyright © 2020 Library of IPB University
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      Contact Us | Send Feedback
      Indonesia DSpace Group 
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