Diaz Mega Reanata, Diaz (2023) Pengaruh Pesan Public Relations #Respectmybody Terhadap Brand Awareness Bodycare Somethinc (Survei pada Followers Akun Instagram @somethincofficial). Skripsi (S1) thesis, Fisip Universitas Muhammadiyah Jakarta.

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Abstract

UNIVERSITAS MUHAMMADIYAH JAKARTA FAKULTAS ILMU SOSIAL DAN ILMU POLITIK PROGRAM STUDI ILMU KOMUNIKASI KONSENTRASI PUBLIC RELATIONS Skripsi, Juli 2023 Diaz Mega Reanata 2019140114 “Pengaruh Pesan Kampanye Public Relations #RespectMyBody terhadap Brand Awareness Bodycare Somethinc” ABSTRAK Permasalahan self-love masih menjadi isu sosial di masyarakat. Somethinc melengkapi manajemen perusahaannya dengan membuat kampanye #RespectMyBody sebagai bentuk kepedulian terhadap isu tersebut. Melalui kampanye ini, Somethinc mengajak masyarakat merawat dan menjaga tubuh sebagai wujud penghargaan dan kasih sayang kepada diri sendiri. Melalui kampanye #RespectMyBody, Somethinc mengeluarkan produk baru berupa bodycare. Maka dari itu perlu dibangun kembali brand awareness. Tujuan dari penelitian ini untuk mengetahui seberapa besar pengaruh pesan kampanye public relations #RespectMyBody terhadap brand awareness bodycare Somethinc. Teori yang digunakan dalam penelitian ini adalah Pesan Kampanye Public Relations Persuasif (Struktur Pesan, Konten Pesan, Framing, Bahasa, Daya Tarik Emosional). Serta Brand Awareness (Brand Recall, Brand Recognition, Purchase Decision, Consumption). Penelitian ini menggunakan pendekatan kuantitatif dan metode survei dengan menyebarkan angket kepada 98 sampel yang ditentukan menggunakan perhitungan Taro Yamane dengan teknik probability sampling. Hasil pengukuran variabel X sebesar 3,66 dan variabel Y sebesar 3,64. Sedangkan pengaruhnya yaitu sebesar 62,3%, sementara sisanya yaitu 37,7%. Dengan membuktikan adanya pengaruh, hasil uji hipotesis didapat thitung 20,326 > ttabel 1,661, maka H0 ditolak dan H1 diterima yang berarti koefiesien regresi signifikasi yaitu terdapat adanya pengaruh antara pesan kampanye public relations #RespectMyBody terhadap brand awareness bodycare Somethinc. Kata Kunci : Pesan Kampanye, Public Relations, Brand Awareness Referensi : 10 Buku, 7 Jurnal, 5 Website Dosen Pembimbing : Winda Dwi Astuti Zebua, M.Si. v UNIVERSITY OF MUHAMMADIYAH JAKARTA FACULTY OF SOCIAL SCIENCES AND POLITICAL SCIENCES COMMUNICATION STUDIES PROGRAM PUBLIC RELATIONS CONCENTRATION Thesis, July 2023 Diaz Mega Reanata 2019140114 “The Influence of Public Relations Campaign Messages #RespectMyBody on Brand Awareness Bodycare Somethinc” ABSTRACT The problem of self-love is still a social issue in society. Somethinc complements management company by creating a #RespectMyBody campaign as a form of concern for that issue. Through this campaign, Somethinc invites people to take care of their bodies as a form of appreciation and self-love. Through the #RespectMyBody campaign, Somethinc released a new product in the form of bodycare. Therefore, it is necessary to rebuild brand awareness. The purpose of this research is to find out how much influence the message of the #RespectMyBody public relations campaign has on bodycare Something brand awareness. The theory used in this research is Persuasive Public Relations Campaign Messages (Message Structure, Message Content, Framing, Language, Emotional Attraction). As well as Brand Awareness (Brand Recall, Brand Recognition, Purchase Decision, Consumption). This study uses a quantitative approach and survey method by distributing questionnaires to 98 samples determined using Taro Yamane calculations with probability sampling techniques. The measurement results for the X variable were 3.66 and the Y variable was 3.64. Meanwhile, the influence is 62.3%, while the remainder is 37.7%. By proving that there is an influence, the results of the hypothesis test obtained tcount 20.326 > ttable 1.661, then H0 is rejected and H1 is accepted, which means the regression coefficient is significant, namely that there is an influence between the #RespectMyBody public relations campaign message on Somethinc bodycare brand awareness. Keywords : Campaign Messages, Public Relations, Brand Awareness Reference : 10 Books, 7 Journals, 5 Websites Supervisor : Winda Dwi Astuti Zebua, S. Kom.I., M.Si.

Item Type:	Thesis (Skripsi (S1))
Subjects:	H Social Sciences > HE Transportation and Communications
Divisions:	Faculty of Social and Political Sciences > S1 Communication Studies / Ilmu Komunikasi
Depositing User:	EVA AIHULIA
Date Deposited:	14 Dec 2023 02:05
Last Modified:	14 Dec 2023 02:05
URI:	http://repository.umj.ac.id/id/eprint/17354

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