PERBANDINGAN PENGGUNAAN MEDIA SOSIAL INSTAGRAM DAN YOUTUBE DALAM PENGUATAN BRAND IMAGE ERIGO

YULIENDRI, DITHA PUTRI and Nomaini, Faisal and Musdalifah, Farisha Sestri (2022) PERBANDINGAN PENGGUNAAN MEDIA SOSIAL INSTAGRAM DAN YOUTUBE DALAM PENGUATAN BRAND IMAGE ERIGO. Undergraduate thesis, Sriwijaya University.

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Abstract

This research aims to explain and compare the use of social media Instagram and Youtube in strengthen of Erigo Store’s brand image. The theory used in this study is the brand image theory of Kotler and Keller. The research method used is descriptive quantitative. The sample was determined using purposive sampling technique with the number of sample is 143 respondents. In this research data was collected using questionnaire technique distribution, observation and documentation studies. The analysis technique in this research using descriptive and explanatory statistics using a comparative test with Mann-Whitney nonparametric statistical test. The results showed the average value on social media Instagram was 106.14 while Youtube got 85.96 score. Then, the results of the Man Whitney U Test obtained a significant difference to the social media, where the significance value is 0.00 < 0.05 so H0 is rejected and H1 is accepted and it can be concluded that there are significant differences in the use of social media in strengthen of Erigo Store’s Brand Image. Keywords: Social Media, Comparative Study, Instagram, Youtube, Brand Image, Erigo

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Media Sosial, Studi Komparatif, Instagram, Youtube, Brand Image, Erigo
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD59-59.6 Public relations. Industrial publicity
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Ditha Putri Yuliendri
Date Deposited:	01 Aug 2022 04:06
Last Modified:	01 Aug 2022 04:06
URI:	http://repository.unsri.ac.id/id/eprint/75402

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