Farhan Muhammad, Farhan (2024) PENGARUH KONTEN VIDEO PENGHANCURAN PERALATAN MAKAN BASO A FUNG DI INSTAGRAM TERHADAP CITRA BRAND BASO A FUNG. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Business actors, both small and large, compete to take advantage of Instagram's presence as one of the most popular social media so that their brands are increasingly recognized and improve their image. However, many brands do not get the reputation expected from the initial purpose of creating content on social media. One brand that creates advertising content in the form of videos that have been considered controversial on Instagram is Baso A Fung (@basoafung). This study aims to determine the effect of video content of the destruction of cutlery by @basoafung on the image of the brand as a result of the interpretation of the audience or the general public. The theory used in this study is the S-O-R (Stimulus-Organism-Response) theory by Hovland, et al. which explains that the message designed and delivered by the communicator aims to influence the attitude or behavior of the communicant to act according to the wishes of the communicator. The data collection process used a Google Form questionnaire distributed to 100 respondents who were followers of the @basoafung account via the private message feature on Instagram or direct message (DM). The results of the study showed that there was a significant influence between the influence of the video content of the destruction of Baso A Fung's cutlery on Instagram on the brand image of Baso A Fung.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | No.Panggil: 2010411086 Pembimbing: Zayyin Abdul Q. Penguji 1: Machyudin Agung Harahap Penguji 2: Dewanto Samodro |
| Uncontrolled Keywords: | Brand Image, Instagram, Content Message |
| 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: | FARHAN MUHAMMAD |
| Date Deposited: | 09 Sep 2024 02:22 |
| Last Modified: | 09 Sep 2024 02:22 |
| URI: | http://repository.upnvj.ac.id/id/eprint/32711 |
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