Pengaruh Electronic Word Of Mouth Dan Iklan Video Di Instagram Houbii Urban Adventure Park Terhadap Brand Awareness

Abstract

ABSTRAK Houbii Urban Adventure Park memanfaatkan saluran promosi di era digital ini menggunakan salah satu media sosial yaitu Instagram. Jumlah followers Instagram Houbii pada saat ini mencapai 26.400 dan Houbii memiliki followers tertinggi diantara kompetitor sejenisnya. Salah satu iklan yang di unggah oleh Houbii Urban Adventure Park di Instagram berjudul “Saat Rindu Masa Kecilmuâ€. Iklan Video tersebut berdurasi 31 detik di unggah di Instagram Houbii Urban Adventure Park tersebut sampai saat ini sudah mencapai 1,500,608 viewers, dengan banyaknya jumlah viewer, likes dan comments, iklan video tersebut mampu menciptakan electronic word of mouth di kalangan pengguna Instagram. Tujuan penelitian ini adalah Untuk mengetahui adakah pengaruh electronic word of mouth dan iklan video di Instagram terhadap peningkatan brand awareness Houbii Urban Adventure Park serta seberapa besar pengaruhnya terhadap peningkatan brand awareness. Metode penelitian yang digunakan dalam penelitian ini adalah kuantitatif dengan menggunakan elemen-elemen yang terdapat didalam electronic word of mouth pada iklan video serta menggunakan dimensi-dimensi dari brand awareness. Data penelitian ini berasal dari 400 responden. Hasil dari penelitian ini didapatkan uji t variabel electronic word of mouth (X1) memiliki nilai thitung 2,369 > 1,966 t tabel maka H0 ditolak dan H1 diterima, artinya terdapat pengaruh dari variabel electronic word of mouth (X1) yang signifikan secara parsial terhadap brand awareness Houbii Urban Adventure Park (Y), yang kedua hasil dari uji t menyatakan bahwa variabel iklan video (X2) memiliki nilai thitung 9,417 > 1,966 t tabel maka H0 ditolak dan H1 diterima artinya terdapat pengaruh dari variabel iklan video (X2) yang signifikan secara parsial terhadap brand awareness Houbii Urban Adventure Park (Y). Pengaruh electronic word of mouth dan iklan video terhadap brand awareness adalah sebesar 74,2%. Sedangkan sisanya sebesar 25,8% dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini Kata Kunci : Electronic Word of Mouth, Iklan Video, Brand Awareness, Instagram. ABSTRACT Houbii Urban Adventure Park utilizes promotional channels in this digital era using one of the social media, namely Instagram. The number of followers of Houbii's Instagram currently stands at 26,400 and Houbii has the highest followers among its peers. One of the advertisements uploaded by Houbii Urban Adventure Park on Instagram is entitled "When you miss your childhood". The video ad has a duration of 31 seconds uploaded on Instagram Houbii Urban Adventure Park, so far it has reached 1,500,608 viewers, with the large number of viewers, likes and comments, the video ad is able to create electronic word of mouth among Instagram users. The purpose of this study is to determine whether there is an effect of electronic word of mouth and video advertising on Instagram on increasing brand awareness of Houbii Urban Adventure Park and how much influence it has on increasing brand awareness. The research method used in this research is quantitative by using elements contained in electronic word of mouth on video advertisements and using the dimensions of brand awareness. The research data came from 400 respondents. The results of this study showed that the t test for the variable electronic word of mouth (X1) had a tcount of 2.369> 1.966 t table, so H0 was rejected and H1 was accepted, meaning that there was an influence from the variable electronic word of mouth (X1) which was partially significant on Houbii's brand awareness. Urban Adventure Park (Y), the second result of the t test states that the video advertising variable (X2) has a tcount of 9.417> 1.966 t table, so H0 is rejected and H1 is accepted, meaning that there is an effect of the video advertising variable (X2) which is partially significant on brand awareness of Houbii Urban Adventure Park (Y). The effect of electronic word of mouth and video advertising on brand awareness is 74.2%. While the remaining 25.8% is influenced by other factors not examined in this study. Keywords: Electronic Word of Mouth, Video Advertising, Brand Awareness, Instagram