Skripsi

PENGARUH SOCIAL MEDIA MARKETING DAN USER GENERATED CONTENT TERHADAP BRAND AWARENESS KINIKAWA COFFEE PADA FOLLOWERS AKUN INSTAGRAM @KINIKAWACOFFEE

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This study aims to examine the effect of social media marketing and user generated content on Kinikawa Coffee’s brand awareness among followers of the Instagram account @kinikawacoffee. The object of this study was followers of the Instagram account @kinikawacoffee aged 18-24 years who had interacted with the uploaded content through viewing, liking, commenting, or sharing posts. This study employed a non-probability sampling method using a purposive sampling technique. Data were collected through the distribution of questionnaires to 99 respondents and analyzed using IBM SPSS version 29. The results indicate that social media marketing partially has a positive and significant effect on brand awareness, with a t-value of 2.305 and a significance value of 0.023 < 0.05. User generated content also partially has a positive and significant effect on brand awareness, with a t-value of 4.493 and a significance value of 0.001 < 0.05. Simultaneously, social media marketing and user generated content have a positive and significant effect on brand awareness, with an F-value of 29.315 and a significance value of 0.001 < 0.05. These findings indicate that the management of social media marketing and user generated content contributes to increasing Kinikawa Coffee's brand awareness.

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Detail Information

Series Title

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Call Number

T1913582025

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2025

Collation

xiii, 102 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

658.872 07

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

Prodi Ilmu Komunikasi
Social Media Marketing

Specific Detail Info

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Statement of Responsibility

TUTI

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