dc.contributor.advisor | Sadono, Dwi | |
dc.contributor.author | Beers, Annisa Syaharani | |
dc.date.accessioned | 2024-08-08T03:07:12Z | |
dc.date.available | 2024-08-08T03:07:12Z | |
dc.date.issued | 2024 | |
dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/156590 | |
dc.description.abstract | Penelitian ini bertujuan menganalisis karakteristik followers Instagram PT Ijo Kreasi Indonesia, pengaruh social media marketing terhadap brand awareness, merancang dan mengimplementasikan strategi pemasaran melalui Instagram, serta menganalisis perbandingan usaha sebelum dan sesudah penelitian. Data dikumpulkan melalui kuesioner yang disebarkan kepada 60 followers Instagram PT Ijo Kreasi Indonesia. Analisis data menggunakan analisis deskriptif, regresi linear berganda, dan analisis finansial. Hasil penelitian menunjukkan bahwa tingkatan brand awareness perusahaan berada pada kategori baik. Faktor brand awareness ini dipengaruhi secara positif dan signifikan oleh social media marketing pada dimensi context, communication, dan connection, sedangkan collaboration berpengaruh tidak nyata. Strategi pemasaran yang dapat diterapkan meliputi penyajian konten yang lebih terperinci dan menarik, penggunaan fitur business account, konsistensi desain grafis, memanfaatkan Instagram insights, pembuatan jadwal unggahan, memperbanyak konten interaktif, serta meningkatkan kinerja admin. Analisis finansial menunjukkan strategi pemasaran melalui Instagram yang diterapkan perusahaan dapat meningkatkan keuntungan perusahaan. | |
dc.description.abstract | This research aims to analyze the characteristics of PT Ijo Kreasi Indonesia's Instagram followers, the influence of social media marketing on brand awareness, designing and implementing marketing strategies through Instagram, and analyze business comparisons before and after the research. Data was collected through a questionnaire distributed to 60 Instagram followers of PT Ijo Kreasi Indonesia. Data analysis used descriptive analysis, multiple linear regression, and financial analysis. The research results show that the company's brand awareness level is in the good category. This brand awareness factor is influenced positively and significantly by social media marketing in the context, communication, and connection dimensions, while collaboration has no significant effect. Marketing strategies that can be implemented include presenting more detailed and interesting content, using business account features, consistency of graphic design, utilizing Instagram insights, creating upload schedules, increasing interactive content, and improving admin performance. Financial analysis shows that the company's marketing strategy through Instagram can increase company profits. | |
dc.description.sponsorship | | |
dc.language.iso | id | |
dc.publisher | IPB University | id |
dc.title | Peningkatan Social Media Marketing Instagram terhadap Brand Awareness pada PT Ijo Kreasi Indonesia di Kota Bandung | id |
dc.title.alternative | Increasing of Instagram Social Media Marketing on Brand Awareness at PT Ijo Kreasi Indonesia in Bandung City | |
dc.type | Tugas Akhir | |
dc.subject.keyword | Brand Awareness | id |
dc.subject.keyword | edible flower | id |
dc.subject.keyword | Multiple linear regression | id |
dc.subject.keyword | Social Media Marketing | id |
dc.subject.keyword | 4C | id |