| dc.contributor.advisor | Dewi, Intani | |
| dc.contributor.author | Ilahi, Resty Kurnia | |
| dc.date.accessioned | 2024-08-08T07:07:52Z | |
| dc.date.available | 2024-08-08T07:07:52Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/156649 | |
| dc.description.abstract | PT Porto Food Indonesia baru saja launching produk barunya pada akhir bulan Mei 2023 yaitu Chicken Nugget Crispy premium dengan nama brand Porto’s. Porto’s Chicken Nugget Crispy memiliki segmentasi pasar untuk kalangan menengah keatas. Saat ini, brand awareness Porto’s masih tergolong sangat rendah yang membuat penjualannya masih belum banyak. Tujuan dari penelitian ini yaitu untuk mengetahui karakteristik konsumen, mengetahui pengaruh media sosial Instagram terhadap brand awareness dan terhadap peningkatan penjualan. Pengumpulan data dilakukan dengan cara penyebaran kuesioner kepada 100 followers Instagram @portos.official. Analisis pada penelitian ini menggunakan metode deskriptif, analisis SEM-PLS dengan alat analisis Structural Equation Modeling – Partial Least Square (SEM-PLS) dan analisis finansial R/C Rasio. Hasil penelitian ini menunjukkan bahwa sosial media Instagram berpengaruh secara signifikan terhadap brand awareness Porto’s Chicken Nugget Crispy. Hasil analisis R/C Rasio dalam penelitian ini yaitu sebesar 1.6 yang berarti setelah adanya pengembangan branding pada media sosial Instagram @portos.official berpengaruh terhadap pendapatan PT Porto Food Indonesia. | |
| dc.description.abstract | PT Porto Food Indonesia has just launched its new product at the end of
May 2023 which i
At the moment, Porto's brand awareness is still at a very low level, so sales are still
low. The aims of this research are to learn about the characteristics of consumers,
to analize the impact of social media Instagram on brand awareness and to increased
sales. The data was collected by distributing a questionnaire to 100 Instagram
followers @portos.official. The analysis in this study uses descriptive methods,
SEM-PLS analysis with Structural Equation Modeling Partial Least Square
(SEM-PLS) analysis tool and financial analysis R/C Ratio. The results of this study
show that social media Instagram has a significant influence on brand awareness Porto's Chicken Nugget Crispy. The Result of R/C Ratio Analysis in the study is 1.6 which means after the development of branding on Instagram social media
@portos.official has an impact on the income of PT Porto Food Indonesia. | |
| dc.description.sponsorship | | |
| dc.language.iso | id | |
| dc.publisher | IPB University | id |
| dc.title | Pengaruh Media Sosial Instagram Terhadap Brand Awareness Porto's Chicken Nugget Crispy di PT Porto Food Indonesia | id |
| dc.title.alternative | The Influence of Social Media Instagram on Brand Awareness of Porto's Chicken Nugget Crispy at PT Porto Food Indonesia | |
| dc.type | Tugas Akhir | |
| dc.subject.keyword | Instagram | id |
| dc.subject.keyword | Social Media | id |
| dc.subject.keyword | Brand Awareness | id |
| dc.subject.keyword | Nugget | id |
| dc.subject.keyword | SEM-PLS | id |
