EFEKTIVITAS MEDIA SOSIAL UNTUK MENINGKATKAN BRAND AWARENESS (STUDI TERHADAP KONSUMEN STARBUCK PALEMBANG INDAH MALL PENGGUNA LINE TAHUN 2018)

KURNIAWAN, HENDRI and Alfatih, Andy and Meilinda, Nurly (2019) EFEKTIVITAS MEDIA SOSIAL UNTUK MENINGKATKAN BRAND AWARENESS (STUDI TERHADAP KONSUMEN STARBUCK PALEMBANG INDAH MALL PENGGUNA LINE TAHUN 2018). Undergraduate thesis, Sriwijaya University.

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Abstract

This research entitled Effectiveness of Social Media in increacsing brand awareness (Study of Starbucks Consumers in Palembang Indah Mall Line User 2018). Starbucks Indonesia uses one of social media Line Official Account as a means of conducting marketing activities although the number of users has been left with other social media . this research aims to see effectiveness of social media in increasing the brand awareness of Starbucks.Research using quantitative method with descriptive techniques. The theory used is theory of effectiveness of social media that assesses through 4c namely namely context, communication, collaboration, dan connection. The data used in the form of primary data and secondary data obtained through the distributionof questionnaries and documentation carried out on of Starbucks Consumers in Palembang Indah Mall Line User. The results of this study have been carried out, Based on the data that has been analyzed, the score of the dimension context to -1 is 386 with a very good category, the second dimension is 377 in the good category, the 3rd dimension 324 is in the good category and the 4th dimension is 357 with a good category, then the accumulated total value of the weight of 359.5 points in the GOOD category.This research entitled Effectiveness of Social Media in increacsing brand awareness (Study of Starbucks Consumers in Palembang Indah Mall Line User 2018). Starbucks Indonesia uses one of social media Line Official Account as a means of conducting marketing activities although the number of users has been left with other social media . this research aims to see effectiveness of social media in increasing the brand awareness of Starbucks.Research using quantitative method with descriptive techniques. The theory used is theory of effectiveness of social media that assesses through 4c namely namely context, communication, collaboration, dan connection. The data used in the form of primary data and secondary data obtained through the distributionof questionnaries and documentation carried out on of Starbucks Consumers in Palembang Indah Mall Line User. The results of this study have been carried out, Based on the data that has been analyzed, the score of the dimension context to -1 is 386 with a very good category, the second dimension is 377 in the good category, the 3rd dimension 324 is in the good category and the 4th dimension is 357 with a good category, then the accumulated total value of the weight of 359.5 points in the GOOD category.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Efektivitas, Media Sosial,Brand Awareness
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Users 3229 not found.
Date Deposited:	21 Nov 2019 06:59
Last Modified:	21 Nov 2019 06:59
URI:	http://repository.unsri.ac.id/id/eprint/17564

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