Persepsi Konsumen terhadap Kampanye Instagram Ads dan Dampaknya pada Kesadaran Merek

EKKY SUGIANTARA, mhs and Elmie, Dosen and Musa, Dr. Musa Alkadhim Alhabshy, SE, MM Persepsi Konsumen terhadap Kampanye Instagram Ads dan Dampaknya pada Kesadaran Merek. neomarketing, 1 (1).

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Abstract

This research aims to analyze consumers' perceptions of Instagram Ads campaigns and their impact on brand awareness. The study was conducted by collecting data through an online survey filled out by respondents who were exposed to Instagram Ads campaigns from the brand under investigation. The main objective of this research is to understand how consumers evaluate Instagram Ads campaigns and the extent to which these campaigns influence their brand awareness. This study adopts a quantitative approach with statistical data analysis techniques. Respondents were asked to evaluate Instagram Ads campaigns based on factors such as ad quality, content relevance, visual appeal, message communication, and brand trust. Additionally, they were also asked to provide their assessments of brand awareness before and after exposure to Instagram Ads campaigns. The results of the research indicate that consumers' perceptions of Instagram Ads campaigns have a significant influence on brand awareness. Factors such as high ad quality, relevant content, appealing visuals, effective message communication, and positive brand trust all contribute to enhancing brand awareness. Moreover, the increase in brand awareness after exposure to Instagram Ads campaigns demonstrates the effectiveness of these campaigns in achieving brand marketing objectives. This research provides valuable insights for marketing practitioners in planning and executing Instagram Ads campaigns. Understanding consumers' perceptions and the factors that affect brand awareness can help practitioners optimize their advertising strategies and build stronger brand awareness through the Instagram platform. The implications of this research can also be utilized for further studies in the field of digital marketing and the influence of social media on brand perception.

Item Type:	Article
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions
Divisions:	PASCA SARJANA > S2-Ilmu Hukum
Depositing User:	elibrary @pascajayabaya.ac.id
Date Deposited:	03 Aug 2023 07:39
Last Modified:	03 Aug 2023 07:39
URI:	http://repo.jayabaya.ac.id/id/eprint/3814

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