Farabi Prana Athallah, . (2023) PENGARUH KAMPANYE PREPP SCOOTER CLUB TERHADAP KESADARAN MEREK PREPP STUDIO. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Through the Prepp Scooter Club campaign, Prepp Studio has emerged as a pioneer in the Indonesian fashion brand scene by forming a scooter community. This research employs a quantitative explanatory method on a sample of 1.5 million Instagram followers @preppstudio (June 2023) using the Taro Yamane formula. SPSS analysis results indicate a significant relationship between the campaign and brand awareness, with a Spearman's Rank Correlation Coefficient of 0.555 (p < 0.001). Simple linear regression reveals a substantial positive influence of the campaign on brand awareness (constant 43.613, regression coefficient 1.192). The coefficient of determination is 31.6%, signifying that the campaign explains a significant portion of the variation in brand awareness. The t-test confirms a significant impact of the campaign (t-value 6.724, p < 0.001), surpassing the critical t-value of 1.984. In conclusion, the Prepp Scooter Club campaign significantly enhances Prepp Studio's brand awareness.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | {No.Panggil: 1910411084} {Pembimbing: Machyudin Agung Harahap} {Penguji 1: Drina Intyaswati} {Penguji 2: Uljanatunnisa} |
| Uncontrolled Keywords: | Prepp Scooter Club, Prepp Studio, Campaign, Brand Awareness |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | Farabi Prana Athallah |
| Date Deposited: | 29 Feb 2024 07:06 |
| Last Modified: | 29 Feb 2024 07:06 |
| URI: | http://repository.upnvj.ac.id/id/eprint/29486 |
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