PENGARUH CONTENT MARKETING DAN DAYA TARIK PESAN CAMPAIGN “ZERO WASTE” TERHADAP BRAND AWARENESS (Survey Pada Viewers Gen Z Konten Instagram @kopinako.daurbaur)

Ade Nazwan Nugraha, . (2026) PENGARUH CONTENT MARKETING DAN DAYA TARIK PESAN CAMPAIGN “ZERO WASTE” TERHADAP BRAND AWARENESS (Survey Pada Viewers Gen Z Konten Instagram @kopinako.daurbaur). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The increase in coffee shop plastic waste contrasts with Gen Z's low awareness of single-use plastic waste accumulation. Kopi Nako Daur Baur addresses this issue through a "zero waste" campaign, yet its communication effectiveness, particularly regarding brand awareness, remains unmeasured. This study aims to analyze the influence of content marketing and message attractiveness of the "zero waste" campaign on brand awareness, based on the cognitive stage of the Hierarchy of Effects theory. This study approach using a survey method, with questionnaires distributed to Gen Z viewers of Kopi Nako Daur Baur selected via purposive sampling technique. Data analysis was tested using multiple linear regression with robust standard error adjustments to address heteroscedasticity. Empirical testing results successfully answer and prove that all hypotheses proposed in this study are accepted. Partially, content marketing and message attractiveness are proven to have a significant positive influence on brand awareness, with content marketing acting as the most dominant variable in driving audience attention. Simultaneously, the combination of both independent variables together provides a significant contribution to building brand awareness. The study's conclusion confirms that content marketing and message attractiveness are effective in building brand awareness at level brand recognition.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil : 2210411072] [Pembimbing : Putrawan Yuliandri] [Penguji 1 : Ana Kuswanti] [Penguji 2 : Anindita Lintangdesi A]
Uncontrolled Keywords: Brand awareness, Content marketing, Message Appeal.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: Ade Nazwan Nugraha
Date Deposited: 31 Aug 2026 07:53
Last Modified: 31 Aug 2026 07:53
URI: http://repository.upnvj.ac.id/id/eprint/52111

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