CD Skripsi

Pengaruh Konten Instagram Terhadap Brand Awareness Dan Citra BPJS Ketenagakerjaan

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SUMMARY
The development of information technology offers many choices for public relations to choose the right media to increase brand awareness and image. For example, social media, especially Instagram. BPJS Ketenagakerjaan is an institution that uses instagram as a public relations tool in order to increase brand awareness and maintain its image. Based on survey results, the brand awareness value of BPJS Ketenagakerjaan is still low compared to the brand awareness value of BPJS Kesehatan. Meanwhile, the image of BPJS Ketenagakerjaan can be said to be good based on the results of the brand association survey, but in 2021 and 2022 it experienced negative news, namely allegations of corruption in investment returns and changes to Kementrian Tenaga Kerja regulations regarding procedures for claiming Jaminan Hari Tua.
This research aims to find out how Instagram content influences brand awareness and the image of BPJS Ketenagakerjaan. With research methods using quantitative methods. The research population was 498 thousand BPJS Ketenagakerjaan Instagram followers. The sample was determined using the Slovin formula with an error rate of 5%, from the results of this calculation there were 400 respondents. The data analysis techniques used are Hypothesis Testing and Simple Regression Analysis. The independent variable in this research is BPJS Ketenagakerjaan Instagram content while the dependent variable in this research is Brand Awareness and Image of BPJS Ketenagakerjaan.
Based on the calculation results, the accepted hypothesis is Ha1, where there is an influence of instagram content on brand awareness. With the explanation that the t-count value of the instagram content variable is 13,449 which is greater than t-table, namely 2,822 and there is an influence of instagram content on the image with the explanation that the t-count value of the Instagram content variable is 18,828, which is greater than t-table, namely 2,822.

Keywords : Influence, Instragram, Brand Awareness, Image, BPJS Ketenagakerjaan

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2010247591

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Administrasi Publik., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2010247591

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ADMINISTRASI PUBLIK

Info Detail Spesifik

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Pernyataan Tanggungjawab

Jaka

Versi lain/terkait

Lampiran Berkas

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