Dewi, Dian Amertasari (2022) PENGARUH CONTENT MARKETING INSTAGRAM TELEVISION NORMAL BARU HOTEL TENTREM TERHADAP BRAND AWARENESS FOLLOWERS @HOTELTENTREM.YOGYAKARTA. Other thesis, UPN 'Veteran" Yogyakarta.
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Abstract
xvi
ABSTRAK
Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh content
marketing Instagram Television normal baru Hotel Tentrem terhadap brand
awareness followers @hoteltentrem.yogyakarta. Teori yang digunakan dalam
penelitian ini adalah Teori Consumen Behavior (CB), konsep menggunakan content
marketing dan media sosial Instagram. Penelitian ini merupakan penelitian
kuantitatif dengan pendekatan survei. Teknik pengumpulan data dalam penelitian
ini menggunakan kuesioner. Teknik pengambilan sampel dengan purposive
sampling dan didapatkan jumlah sampel sebanyak 100 orang. Teknik analisis data
menggunakan analisis deskriptif dan analisis regresi linier sederhana. Hasil
penelitian ditemukan bahwa brand awareness Hotel Tentrem dalam kategori tinggi,
hal tersebut berarti bahwa Hotel Tentrem telah berusaha memberikan kualitas
pelayanan yang berbeda dari hotel lain. Hasil analisis deskriptif content marketing
masuk dalam kategori tinggi, dengan dibuatnya konten yang menarik, setiap
konsumen mendapatkan informasi terkait hotel secara detail sehingga mudah untuk
menarik konsumen yang nantinya akan mudah juga mengingat hal-hal yang
konsumen sukai dalam menentukan pilihan hotel. Hasil analisis regresi ditemukan
bahwa terdapat pengaruh positif dan signifikan efektivitas content marketing
Instagram Television normal baru Hotel Tentrem terhadap brand awareness
sebesar 61,1%.
Kata kunci : content marketing, brand awareness, instagram
xvii
ABSTRACT
This study aims to determine how much influence the new normal Instagram
Television content marketing at Hotel Tentrem on brand awareness of
@hoteltentrem.yogyakarta followers. The theory used in this study is the Consumen
Behavior (CB) Theory, the concept of using content marketing and social media
Instagram. This research is a quantitative research with a survey approach. Data
collection techniques in this study used a questionnaire. The sampling technique
was purposive sampling and the number of samples obtained was 100 people. The
data analysis technique used descriptive analysis and simple linear regression
analysis. The results of the study found that the brand awareness of the Tentrem
Hotel was in the high category, it means that the Tentrem Hotel has tried to provide
a different quality of service from other hotels. The results of the descriptive
analysis of content marketing are in the high category, by creating interesting
content, every consumer gets detailed hotel-related information so that it is easy to
attract consumers who will also be easy to remember things that consumers like in
determining hotel choices. The results of the regression analysis found that there
was a positive and significant effect on the effectiveness of the new normal
Instagram Television content marketing at Hotel Tentrem on brand awareness of
61,1%.
Keywords : content marketing, brand awareness, instagram
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | content marketing, brand awareness, instagram |
| Subjects: | Q Science > Q Science (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Eko Yuli |
| Date Deposited: | 28 Dec 2022 02:35 |
| Last Modified: | 28 Dec 2022 02:35 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/32087 |
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