Pengaruh Pesan Kampanye #Semuajugabisa Di Instagram Terhadap Brand Image MS Glow For Men

Alifah, Putri Herawati and -, Nieldya Nofandilla, S.E., MA (2022) Pengaruh Pesan Kampanye #Semuajugabisa Di Instagram Terhadap Brand Image MS Glow For Men. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The negative stigma that is formed in the community regarding the use of skin care and beauty products for men has prompted one male-only care brand, MS Glow For Men, to create the #SemuaJugabisa campaign as a medium of support. The #SemuaJugabisa campaign, which is also used as a marketing strategy by MS Glow For Men in competing with its competitors, requires that the campaign be structured in an attractive manner so that the message conveyed can be easily accepted by the public so that a positive perception of the brand can be formed. This study aims to determine whether or not there is an effect of the #SemuaJugabisa campaign message on the MS Glow For Men brand image on the @msglowformen Instagram account. This type of research is quantitative explanatory with data analysis techniques simple linear regression analysis. The data collection technique in this study was carried out by distributing questionnaires, with the technique of determining the sample by purposive sampling. The population of this study are followers of the Instagram account @msglowformen with a total of 100 respondents. The results of this study indicate that the message of the #SemuaJugabisa campaign has an effect on the MS Glow For Men brand image on Instagram.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Campaign Messages, Brand Image, Instagram, MS Glow For Men.
Subjects:	H Social Sciences > HE Communications
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	PUTRI HERAWATI ALIFAH
Date Deposited:	09 Aug 2022 04:08
Last Modified:	09 Aug 2022 04:08
URI:	http://eprints.ums.ac.id/id/eprint/103057

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