| dc.contributor |
Fakultas Ilmu Komunikasi |
|
| dc.creator |
Fasha, Audria Naufallyna |
|
| dc.creator |
Wiwitan, Tresna |
|
| dc.date |
2018-08-09 |
|
| dc.date.accessioned |
2019-09-12T02:35:47Z |
|
| dc.date.available |
2019-09-12T02:35:47Z |
|
| dc.identifier |
http://karyailmiah.unisba.ac.id/index.php/humas/article/view/12906 |
|
| dc.identifier.uri |
http://hdl.handle.net/123456789/23164 |
|
| dc.description |
Abstract. Many cosmetics and body care industry in Indonesia has not escaped competition among various brands, each product has its own position in the eyes of consumers. The relationship of a brand will be stronger if the consumer is based on experience and gets a lot of information, for example uses campaign. The campaign is basically the delivery of messages from the sender to the public. This study aims to determine The Relationship between New Commitment; Enrich Not Exploit Messages Campaign with the Brand Image of The Body Shop products. Brand image is a series of perceptions that exist in consumers' minds towards a brand. The "New Commitment, Enrich Not Exploit" campaign is one of the campaigns created by The Body Shop's cosmetics and body care industry, then uses Instagram social media for publication.This study uses a correlational method, using a randomized random sampling technique (ordinal sampling). The population in this study is 1,491 of Instagram social media active followers, and 94 active followers for the sample. The results of this study indicate that due to tcount (7,027)> t table (1,986), then H0 is rejected and H1 is accepted, meaning that there is a significant relationship between the Message of the "New Commitment, Enrich Not Exploit" Campaign with the Brand Image of The Body Shop products.Keywords: Message, Campaign, Brand ImageAbstrak. Maraknya industri kosmetik dan perawatan tubuh di Indonesia tak luput dari adanya persaingan di antara berbagai merek, masing-masing produk memiliki kedudukannya masing-masing di mata konsumen. Hubungan terhadap suatu merek akan semakin kuat jika didasarkan pada pengalaman dan mendapat banyak informasi, contohnya. Kampanye pada dasarnya adalah penyampaian pesan-pesan dari pengirim kepada khalayak. Penelitian ini bertujuan untuk mengetahui sejauh mana hubungan pesan kampanye “New Commitment, Enrich Not Exploit” dengan Brand Image Produk The Body Shop. Brand image merupakan serangkaian persepsi yang ada dalam benak konsumen terhadap suatu merek. Kampanye “New Commitment, Enrich Not Exploit” ialah salah satu kampanye yang di buat oleh industri kosmetik dan produk perawatan tubuh The Body Shop, yang salah satunya menggunakan media sosial instagram untuk publikasinya. Penelitian ini menggunakan metode korelasional, dengan menggunakan teknik pengambilan sampel acak berarturan (ordinal sampling). Populasi dalam penelitian ini ialah followers aktif media sosial instagram sebanyak 1.491, dan di dapat 94 followers aktif sebagai sampel. Hasil dari penelitian ini menunjukan dikarenakan thitung (7.027) > ttabel (1.986), maka H0 ditolak dan H1 diterima, artinya terdapat hubungan yang signifikan antara Pesan Kampanye “New Commitment, Enrich Not Exploit” dengan Brand Image produk The Body Shop. Kata Kunci: Pesan, Kampanye, Citra Merek |
|
| dc.format |
application/pdf |
|
| dc.language |
eng |
|
| dc.publisher |
Prosiding Hubungan Masyarakat |
|
| dc.publisher |
Prosiding Hubungan Masyarakat |
|
| dc.relation |
http://karyailmiah.unisba.ac.id/index.php/humas/article/view/12906/pdf |
|
| dc.rights |
Copyright (c) 2018 Prosiding Hubungan Masyarakat |
|
| dc.source |
Prosiding Hubungan Masyarakat; Vol 4, No 2, Prosiding Hubungan Masyarakat (Agustus, 2018); 820-826 |
|
| dc.source |
Prosiding Hubungan Masyarakat; Vol 4, No 2, Prosiding Hubungan Masyarakat (Agustus, 2018); 820-826 |
|
| dc.source |
2460-6510 |
|
| dc.subject |
Hubungan Masyarakat |
|
| dc.subject |
Pesan, kampanye, citra merek |
|
| dc.title |
Hubungan Kampanye New Commitment; Enrich Not Exploit dengan Brand Image Produk The Body Shop |
|
| dc.type |
info:eu-repo/semantics/article |
|
| dc.type |
info:eu-repo/semantics/publishedVersion |
|
| dc.type |
Peer-reviewed Article |
|
| dc.type |
Kuantitatif |
|