Pengaruh Kampanye be who you Want to be Melalui Instagram Terhadap Citra Merek: Survei Produk Lip Gel BLP Beauty

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Amalia, Raisya Dinda (2023) Pengaruh Kampanye be who you Want to be Melalui Instagram Terhadap Citra Merek: Survei Produk Lip Gel BLP Beauty. UGP-Thesis thesis, LSPR Communication and Business Institute.

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Abstract

BLP Beauty merupakan make up lokal, salah satu kampanye yang menarik untuk diteliti adalah kampanye Be who you want to be memperkenalkan produk baru Lip Gel BLP Beauty. Tujuan Penelitian ini untuk mengetahui apakah ada pengaruh kampanye Be who you want to be terhadap Citra merek dan Keputusan pembelian Produk Lip Gel BLP Beauty. Metode penelitian menggunakan metode kuantitatif dengan populasi followers Instagram BLP Beauty, jumlah sampel yang di ambil 100 responden yang ditentukan menggunakan rumus lemeshow. Teknik pengambilan sampel menggunakan Purposive sampling. Dari hasil penelitian ini dapat dikatakan bahwa Kampanye Be who you want to be melalui Instagram memiliki pengaruh yang signifikan terhadap citra merek dan Keputusan Pembelian. Saran untuk Penelitian selanjutnya perlu dilakukan penelitian faktor-faktor yang mempengaruhi citra merek dan keputusan pembelian produk Lip Gel BLP Beauty, karena kampanye "be who you want to be" hanya memiliki pengaruh sekitar 52,3% terhadap citra merek dan 57,5% terhadap keputusan pembelian.

Kata kunci : BLP Beauty, Kampanye, Citra Merek, Keputusan Pembelian

Item Type: Thesis (UGP-Thesis)
Additional Information: Public Relations
Subjects: H Social Sciences > HT Communities. Classes. Races
Divisions: Faculty of Communication, Communication Studies > Public Relations & Digital Communication
Depositing User: Ms Kartika S
Date Deposited: 19 Feb 2024 03:11
Last Modified: 19 Feb 2024 06:47
URI: http://repository.lspr.ac.id/id/eprint/2723

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