PENGARUH PROGRAM ACARA CLASH OF CHAMPIONS TERHADAP PENINGKATAN BRANDING RUANGGURU DI YOUTUBE

Raden Roro Felisa Prabaning Lathifah, . (2025) PENGARUH PROGRAM ACARA CLASH OF CHAMPIONS TERHADAP PENINGKATAN BRANDING RUANGGURU DI YOUTUBE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Communication is the process of delivering messages from the sender to the recipient through certain media with the aim of creating a shared understanding. Ruangguru's Clash of Champions program combines education and entertainment in an innovative academic competition format, making it a strategic media to increase interaction and brand awareness among Gen Z, especially YouTube users. The purpose of this study is to analyze the effect of the Clash Of Champions program on increasing Ruangguru's brand awareness on YouTube using the cultivation theory developed by George Gerbner as the main theory. The method used in this study is quantitative with a non-probability sampling technique through the purposive sampling method. The number of samples was determined using the Slovin formula and obtained 100 respondents who were Gen Z aged 16-25 years and included as Ruangguru YouTube subscribers. Data were collected through an online questionnaire distributed via Google Form, then processed using SPSS version 27 with a simple linear regression analysis technique. The results of this study indicate that the Clash of Champions program has a positive and significant influence on Ruangguru's brand awareness on YouTube. The magnitude of the program's influence on brand awareness is reflected in the coefficient of determination value, which is 52%, which shows that the value is included in the medium or moderate category. Based on these results, this program is able to act as a consistent media to strengthen the image and memory of the Ruangguru brand through interesting content, thereby increasing branding on YouTube.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110411265] [Pembimbing: Ayu Wardani] [Penguji 1: Witanti Prihatiningsih] [Penguji 2: Vinta Sevilla]
Uncontrolled Keywords: Event Program, Clash of Champions, Brand Awareness, Ruangguru, YouTube.
Subjects: H Social Sciences > H Social Sciences (General)
L Education > L Education (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: RADEN RORO FELISA PRABANING LATHIFA
Date Deposited: 02 Sep 2025 08:06
Last Modified: 08 Sep 2025 06:58
URI: http://repository.upnvj.ac.id/id/eprint/40143

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