ANALISIS PENGARUH PROMOSI PERIKLANAN MELALUI INSTAGRAM TERHADAP BRAND AWARENESS MARKETPLACE SHOPEE PADA MAHASISWA UNIVERSITAS SRIWIJAYA KAMPUS PALEMBANG

TARIGAN, KALVINT AGITA and Nailis, Welly (2024) ANALISIS PENGARUH PROMOSI PERIKLANAN MELALUI INSTAGRAM TERHADAP BRAND AWARENESS MARKETPLACE SHOPEE PADA MAHASISWA UNIVERSITAS SRIWIJAYA KAMPUS PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This research aims to determine and study the analysis of the effect of Advertising Promotion through Instagram on Brand Awareness Marketplace Shopee on Sriwijaya University Students, Palembang Campus. This research uses quantitative methods. The data used in this study are primary data and secondary data. The sampling technique used non-probability sampling technique. The sample studied in this study were 100 respondents who were active students of Sriwijaya University Palembang Campus. Based on the statistical t test conducted, it can be concluded that the Advertising Theme variable does not have a partially significant effect on Shopee Brand Awareness. Based on the statistical t test conducted, it can be concluded that the Ad Format variable has a partially significant effect on Shopee Brand Awareness. Based on the statistical t test conducted, it can be concluded that the Advertising Message variable has a partially significant effect on Shopee Brand Awareness. Based on the simultaneous F test, it can be concluded that Ad Theme, Ad Format, and Ad Message as a whole have a significant effect on Shopee Brand Awareness in Sriwijaya University Students, Palembang Campus.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Awareness
Subjects:	#3 Repository of Lecturer Academic Credit Systems (TPAK) > Conference or Workshop #3 Repository of Lecturer Academic Credit Systems (TPAK) > Corresponding Author #3 Repository of Lecturer Academic Credit Systems (TPAK) > Research Report (Laporan Penelitian)
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Kalvint Agita Tarigan
Date Deposited:	16 May 2024 02:06
Last Modified:	16 May 2024 02:06
URI:	http://repository.unsri.ac.id/id/eprint/144108

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