Tsabitah Surakhman, . (2026) PENGARUH KUALITAS ARGUMEN DAN VISUAL KONTEN AKTIVISME @skingameofficial DI INSTAGRAM TERHADAP BRAND IMAGE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The emergence of brand activism carried out by local brands in Indonesia has attracted attention on social media. The activism undertaken by @skingameofficial serves as a clear example that engaging in activism not only has an impact on society but also on the brand itself. This study aims to identify and explain the influence of argument quality and content visualization in the activism conducted by @skingameofficial on Instagram on brand image. This study employs the Elaboration Likelihood Model theory using a quantitative research method. The population selected for this study consisted of followers of @skingameofficial on Instagram who were aware of the activism content uploaded by the account, with a sample size of 400 respondents. The findings indicate that the quality of arguments and visualization in @skingameofficial’s activism content on Instagram have a positive partial effect on brand image, accounting for 46.9%, while the remaining percentage is influenced by other factors. However, content visualization has a greater percentage of influence on brand image than argument quality. This finding also provides evidence that the study is consistent with the Elaboration Likelihood Model theory, which suggests that individuals have their own ways of elaborating on a message. Furthermore, this study indirectly demonstrates that followers of @skingameofficial on Instagram are more attracted to messages presented through appealing visuals than to messages characterized by strong argument quality.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210411188] [Pembimbing: Dewanto Samodro] [Penguji 1: Drina Intyaswati] [Penguji 2: Puri Bestari Mardani] |
| Uncontrolled Keywords: | Brand Activism, Elaboration Likelihood Model, Argument Quality, Visualization |
| 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: | TSABITAH SURAKHMAN |
| Date Deposited: | 09 Sep 2026 03:34 |
| Last Modified: | 09 Sep 2026 03:34 |
| URI: | http://repository.upnvj.ac.id/id/eprint/54169 |
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