Efektivitas Pemasaran Media Sosial Instagram Terhadap Brand Awareness Pada Aplikasi Edulogy di Bandung Tahun 2019

Hardyan Rahmasari, Harrie Lutfie

Abstract

Abstrak Perkembangan dunia industri sekarang telah memasuki era 4.0 dimana teknologi telah menjadi basis dalam kehidupan manusia. Era ini telah mempengaruhi banyak aspek kehidupan baik dibidang ekonomi, politik, kebudayaan, seni bahkan sampai dunia pendidikan. Di indonesia kini telah memasuki era industri 4.0 diketahui bahwa banyaknya pergeseran kebiasaan masyarakat dari manual menjadi digital seperti perkembangan dunia ekonomi dari manual menjadi digital. Edulogy adalah perusaaan yang bergerak dibidang pendidikan persaingan yang dihadapi Edulogy semakin kompetitif dengan kehadiran kompetitor. Penelitian ini bertujuan untuk mengetahui Pengaruh Pemasaran Media Sosial Terhadap Brand Awareness di Bandung 2019 Metode penelitian yang digunakan adalah metode penelitian dekriptif. Data penelitian diperoleh dari penyebaran kuesioner. Metode penelitian yang digunakan Metode penelitian yang digunakan ialah non prabability sampling dengan jenis purposive sampling, Pengumpulan data dengan menyebarkan kuesioner kepada 100 responden dengan melakukan pendekatan Bernoulli. Hasil penyebaran angket diperoleh melalui bantuan Microsoft exsel dan spss 25.00. Teknik analisis penelitian ini adalah regresi linear sederhana. Berdasarkan hasil pengolahan data, masing-masing dimensi mendapatkan poin yang memiliki kategori efektif yaitu nilai Media Sosial sebesar 74,89% dan Brand Awareness sebesar 79,07%. Dari hasil pengukuran skor rataan efektivitas pemasaran Edulogy melalui media sosial Instagram Terhadap Brand Awareness menunjukkan kategori efektif. Kata Kunci: Efektivitas Pemasaran, Media Sosial, Instagram, Brand Awareness Abstract The development of the industrial world has now entered the 4.0 era where technology has become the basis in human life. This era has influenced many aspects of life in the fields of economy, politics, culture, art and even education. In Indonesia now entering the industrial era 4.0 it is known that there are many shifts in people's habits from manual to digital such as the development of the economic world from manual to digital. Edulogy is a company engaged in competitive education facing Edulogy which is increasingly competitive with the presence of competitors. This study aims to determine the effect of social media on brand awareness in Bandung 2019 The research method used is descriptive research method. The research data were obtained from distributing questionnaires. The research method used is the research method used is non-probability sampling with the type of purposive sampling, data collection by distributing questionnaires to 100 respondents by using the Bernoulli approach. The results of questionnaire distribution were obtained through the help of Microsoft Excel and SPSS 25.00. The analysis technique of this research is simple linear regression. Based on the results of data processing each dimension gets point that have an effective category that is Social Media value of 74,89% and Brand Awareness og 79,07% From the meansurement results the average score of marketing effectiveness of Edulogy though sosial media Instagram on Brand Awareness shows the effective categoty. Keywords: ad effectiveness, social media, Instagram, Brand Awareness

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