Pengaruh Media Sosial Instragram terhadap Kesadaran Merek Studi Kasus: Produk SMM

Amalia Hikmayanti, Nunuk Adiarni

Abstract


The Instagram is known as the popular network for socialization compare to others such as Facebook, Google+, Twitter, LinkedIn and in the fourth position most frequently used in Indonesia with 38 Million active users. Instagram has interesting features such as followers, photo uploading effects, photo titles, labels, hashtags, geotagging, comments, direct massages, likes and even IG live. For such reason, Instagram is used for marketing activities to inform, build brand awareness, and empowering brand. In addition, the branding is the whole activity to create a superior brand refers to the brand value, the product benefits, and embedded the brand into the minds of consumers through consumer Brand Awareness. The operationalization of Instagram social media coverages context, communication, collaboration and connection (4C). This research aims to determine influence of 4 C on brand awareness of products, using Multivariate MANOVA Methodology and managing Instagram.

The results show a significant influence of 4 C on brand awareness with context having a significant influence on top of mind, communication related to recognition, collaboration and connection have a positive influence on brand recall. In managing the Instagram in SMM product embodied with involvement of content and message creators; decision maker for optimization, evaluating by evaluator and organize by administrator.

Keyword:  Instagram Management; Brand Awareness; Context; Communication; collaboration; Connection

 

 ABSTRAK

 

Instagram dikenal sebagai jaringan sosialisasi yang populer dibandingkan dengan Facebook, Google+, Twitter, LinkedIn dan berada di posisi keempat paling sering digunakan di Indonesia dengan 38 Juta pengguna aktif. Instagram mempunyai fitur-fitur menarik seperti follower, efek upload foto, judul foto, label, hashtag, geotagging, komentar, direct message, like bahkan IG live. Oleh karena itu, Instagram digunakan untuk kegiatan pemasaran untuk menginformasikan, membangun kesadaran merek, dan memberdayakan merek. Selain itu, branding merupakan keseluruhan aktivitas untuk menciptakan merek yang unggul mengacu pada nilai merek, manfaat produk, dan menanamkan merek ke dalam benak konsumen melalui Kesadaran Merek konsumen. Operasionalisasi media sosial Instagram mencakup konteks, komunikasi, kolaborasi, dan koneksi (4C). Penelitian ini bertujuan untuk mengetahui pengaruh 4 C terhadap kesadaran merek produk, menggunakan Metodologi MANOVA Multivariat dan pengelolaan Instagram.

Hasil penelitian menunjukkan adanya pengaruh signifikan 4 C terhadap kesadaran merek dengan konteks mempunyai pengaruh signifikan terhadap top of mind, komunikasi terkait pengenalan, kolaborasi dan koneksi mempunyai pengaruh positif terhadap ingatan merek. Dalam pengelolaan Instagram pada produk SMM diwujudkan dengan keterlibatan pembuat konten dan pesan; pengambil keputusan untuk optimalisasi, evaluasi oleh evaluator dan pengorganisasian oleh administrator.

 

Kata Kunci:  Manajemen Instagram; Kesadaran Merek; Konteks; Komunikasi; Kolaborasi; Koneksi


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DOI: https://doi.org/10.15408/saj.v3i2.36068 Abstract - 0 PDF - 0

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