Impact of Social media and Business Communication to Increase awareness of a brand based on Business Communication helps to make easy communication to reach customers through Social media. Therefore, social media marketing has a good role in being able to make a Brand Awareness of the followers of social media accounts. As a new cafe that competes in the coffee shop field, Kopi Daong carries out promotions by introducing menus through its Instagram account. This can create its own brand awareness for Daong Coffee for its followers on Instagram. The purpose of this study was to determine how much influence social media marketing has on the brand awareness of Kopi Daong consumers in Bogor. This study uses a quantitative method, with purposive sampling of 100 respondents from Kopi Daong's Instagram followers. The measurement in this study uses a Likert scale through the distribution of the Google Form Online Survey. The results of the overall research conducted, the researchers concluded that the instrument in this study was valid with a value of 0.863. Other findings stated that it was quite strong with a result of 75.6% Social media Marketing Instagram carried out by Kopi Daong could have a positive effect on Brand Awareness so that the suggestions that were expected to be useful for Kopi Daong's Social media Marketing to build Brand Awareness and should be made more creative than in terms of digital content, so that Kopi Daong's Instagram followers can grow and be loyal to Bogor Daong Coffee Products.
{"title":"Pengaruh Social media Marketing Terhadap Brand Awareness Followers Instagram Kopi Daong Bogor","authors":"Caesario Derry Erlangga, Mazaya Mazaya","doi":"10.37010/prop.v4i2.1598","DOIUrl":"https://doi.org/10.37010/prop.v4i2.1598","url":null,"abstract":"\u0000\u0000\u0000\u0000Impact of Social media and Business Communication to Increase awareness of a brand based on Business Communication helps to make easy communication to reach customers through Social media. Therefore, social media marketing has a good role in being able to make a Brand Awareness of the followers of social media accounts. As a new cafe that competes in the coffee shop field, Kopi Daong carries out promotions by introducing menus through its Instagram account. This can create its own brand awareness for Daong Coffee for its followers on Instagram. The purpose of this study was to determine how much influence social media marketing has on the brand awareness of Kopi Daong consumers in Bogor. This study uses a quantitative method, with purposive sampling of 100 respondents from Kopi Daong's Instagram followers. The measurement in this study uses a Likert scale through the distribution of the Google Form Online Survey. The results of the overall research conducted, the researchers concluded that the instrument in this study was valid with a value of 0.863. Other findings stated that it was quite strong with a result of 75.6% Social media Marketing Instagram carried out by Kopi Daong could have a positive effect on Brand Awareness so that the suggestions that were expected to be useful for Kopi Daong's Social media Marketing to build Brand Awareness and should be made more creative than in terms of digital content, so that Kopi Daong's Instagram followers can grow and be loyal to Bogor Daong Coffee Products. \u0000\u0000\u0000\u0000","PeriodicalId":513036,"journal":{"name":"PROPAGANDA","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-07-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141648828","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
In advertising there are many strategies in building an image, one of which is the use of celebrity endorsers. The purpose of this study was to determine the effect of using celebrity endorser Cristiano Ronaldo as an advertising model on Shopee brand image. Shopee is an e-commerce site that was founded in 2015. E-Commerce is a business transaction that takes place using an electronic network system such as the internet. To be accepted among the Indonesian people, Shopee runs a C2C (customer to customer) mobile marketplace business. The method used is to conduct a survey that will be given to Shopee users who have seen Cristiano Ronaldo's advertisement as a Shopee celebrity endorser. This research design has a purpose to find the influence between two variables, namely the variable (X) is a celebrity endorser while the variable (Y) is the brand image. Respondents who were involved in this study were Shopee users with male or female criteria and aged 16-30 years who lived in Jabodetabek. Sampling in this study was conducted in a non-probability way. Using the purposive method with a sample of 100 respondents. The results of the research that has been carried out with validity and reliability tests are valid and reliable, and according to the calculation of simple linear regression analysis, it can be seen that Celebrity endorser (X) has a significant effect on Brand Image (Y). From this test, it can also be seen that Celebrity Endorser has a coefficient of determination between Brand Image of 70.8%, Celebrity Endorser variable affects Brand Image. From the results of this study, it can be concluded that Celebrity Endorser (X) has a very strong influence on Brand Image (Y).
{"title":"The Effect of Using Celebrity Endorser Cristiano Ronaldo as an Advertising Model on the Shopee Brand Image","authors":"Fajar Juniardi, Sekartaji Sekartaji","doi":"10.37010/prop.v4i1.1261","DOIUrl":"https://doi.org/10.37010/prop.v4i1.1261","url":null,"abstract":"In advertising there are many strategies in building an image, one of which is the use of celebrity endorsers. The purpose of this study was to determine the effect of using celebrity endorser Cristiano Ronaldo as an advertising model on Shopee brand image. Shopee is an e-commerce site that was founded in 2015. E-Commerce is a business transaction that takes place using an electronic network system such as the internet. To be accepted among the Indonesian people, Shopee runs a C2C (customer to customer) mobile marketplace business. The method used is to conduct a survey that will be given to Shopee users who have seen Cristiano Ronaldo's advertisement as a Shopee celebrity endorser. This research design has a purpose to find the influence between two variables, namely the variable (X) is a celebrity endorser while the variable (Y) is the brand image. Respondents who were involved in this study were Shopee users with male or female criteria and aged 16-30 years who lived in Jabodetabek. Sampling in this study was conducted in a non-probability way. Using the purposive method with a sample of 100 respondents. The results of the research that has been carried out with validity and reliability tests are valid and reliable, and according to the calculation of simple linear regression analysis, it can be seen that Celebrity endorser (X) has a significant effect on Brand Image (Y). From this test, it can also be seen that Celebrity Endorser has a coefficient of determination between Brand Image of 70.8%, Celebrity Endorser variable affects Brand Image. From the results of this study, it can be concluded that Celebrity Endorser (X) has a very strong influence on Brand Image (Y).","PeriodicalId":513036,"journal":{"name":"PROPAGANDA","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-01-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140485914","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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