Skripsi

PENGARUH KUALITAS KONTEN, BRAND IMAGE, DAN BRAND TRUST TERHADAP EFEKTIVITAS PROMOSI PRODUK DI AKUN INSTAGRAM KRIYA SRIWIJAYA

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The increase in internet penetration in Indonesia, which reached 79.5% in 2024, opened up significant opportunities for utilizing social media, particularly Instagram, as a digital marketing platform. This became the foundation for Kriya Sriwijaya, as a center for education and development of South Sumatra’s leading crafts, to expand its market reach and promote local cultural products more widely. This study aimed to examine the influence of content quality, brand image, and brand trust on the effectiveness of product promotion on Kriya Sriwijaya’s Instagram account, both partially and simultaneously. The research employed a quantitative approach with an explanatory design. The results showed that content quality and brand image had a significant effect on the effectiveness of product promotion, with p-values of 0.00 < 0.05. Meanwhile, brand trust had no significant effect, with a p-value of 0.120 > 0.05. Simultaneously, the three variables explained 74.1% of the variance in promotional effectiveness. It was concluded that there was a mutually supportive relationship among the variables, where strong content quality and brand image reinforced brand perception and collectively enhanced promotional effectiveness. Keywords: Content Quality, Brand Image, Brand Trust, Promotional Effectiveness, Instagram.

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Detail Information

Series Title

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Call Number

T1915792025

Publisher

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

Collation

xiv, 165 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

659.107

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
Periklanan dan promosi penjualan

Specific Detail Info

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Statement of Responsibility

TUTI

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