Jurnal EFEKTIVITAS KAMPANYE MELALUI INSTAGRAM (Studi Deskriptif Kuantitatif Efektivitas Kampanye #KemenanganItuDekat Melalui Instagram pada Followers @grabid)

Jurnal EFEKTIVITAS KAMPANYE MELALUI INSTAGRAM (Studi Deskriptif Kuantitatif Efektivitas Kampanye #KemenanganItuDekat Melalui Instagram pada Followers @grabid)

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GUNTUR, ANGELA NOVINIA REYNALDA
  

(2019)

THE EFFECTIVENESS OF THE CAMPAIGN THROUGH INSTAGRAM
(Descriptive Quantitative Study of Campaign Effectiveness
#KemenanganI Close Through Instagram to Followers
@grabid).

    S1 thesis, UAJY.
  

  

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Abstract

This study aims to determine the effectiveness of the Grab campaign
#KemenanganItuDekat through Instagram on @grabid followers. Problem
in this study how effective is the Grab campaign #KemenanganIDekat
via Instagram on @grabid followers, so the theory used is
marketing communications, advertising, campaigns, and social media. Plessis
(2000: 29-30) explain that the effectiveness of a campaign can be measured based on
the success of the campaign in achieving its goals. Campaign Effectiveness
#KemenanganIDekat in this study was measured based on 3 stages of purpose
the campaign presented by Schenk and Dobler (2002: 37), namely stage
cognitive (knowledge), affective stage (interest), and conative stage (action).
This study uses a type of quantitative research with methods
survey, where the author distributes the questionnaire to the selected sample ie
some 400 respondents are followers of the Grab Instagram account
Indonesia (@grabid). The number of respondents in this study was obtained through
simple random sampling technique, so that all members of the population have
the same opportunity to be chosen as the research sample. Measurement technique
the data used is Guttman's scale and data analysis techniques
used is a percentage test.
Based on the validity and reliability of all variable instruments
Campaign effectiveness is declared valid and reliable. Data found
shows the value of the level of knowledge dominated by respondents who are in
the high category is 360 respondents (90%). Value at level of interest
dominated by respondents who are in the high category as many as 261
respondent (65.25%). Values ​​at the level of action are dominated by respondents
in the high category of 237 respondents (59.25%).
The results of the analysis of the test percentage indicate that followers are from the account
Instagram @grabid has a very high level of knowledge
(94.80%) and interests with high levels (72.16%) and actions with
high level (69.07%), so the #KemenanganI campaign is close to that
done by Grab via Instagram @grabid account can be said to be effective.
The author hopes that this research can be used as a reference in
campaign design related to marketing communication strategies with
the purpose of creating or increasing knowledge, interest, and action on
audience. In addition, further research is expected to use media other than
Instagram, such as Facebook, Twitter and Blog, so that the media is known
which is more effective based on consideration of technological developments
information.

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