CD Skripsi

Pengaruh Social Media Marketing Twitter Terhadap Terbentuknya Brand Image Restoran Burger Gaboh Pekanbaru

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The existence of the internet and information communication technologies makes the use of new media in marketing communications. The advent of social media is a new media marketing can be used as well as for the interaction to consumers, called social media marketing. One of social media marketing is now popular among businessmen is Twitter. Through 140 characters, tweets from any user can provide information about their business, known and remembered in the minds of consumers, and designing the brand communication strategy that is viewed positively by consumers which raises brand image. Burger Gaboh Restaurants have an account @BurgerGabohPKU. Tweets are posted by the account aims to promote the restaurant and that was seen as positive by the consumer. The purpose of this research is to determine how much the influence of social media marketing Twitter towards the brand image formation of Burger Gaboh Restaurant at Pekanbaru.
The theory used in this study is S-O-R theory by Hovland and cyber community theory by Severin and Tankard. The method used in this study is a quantitative method of explanation. Researchers collected data using questionnaires and documentation. The location of this study, in Burger Gaboh Restaurants, located at Suka Terus street 30 Pekanbaru. The number of samples for this study as many 259 respondents, using techniques accidental sampling. In order to know how much influence these two variables, researchers used a simple linear regression analysis. Processing test data questionnaire using the program of Statistics Product anf Service Solution (SPSS) Windows version 17.
The result of simple linear regression to study the influence of social media marketing Twitter towards the brand image formation of Burger Gaboh Restaurant at Pekanbaru, the regression coefficient values obtained in this study is Y = 0,542 + 0,856 X with a significance level of 0,000. It’s mean smaller than α = 0,05. That is, there is the influence of social media marketing Twitter to brand image formation Burger Gaboh Restaurants Pekanbaru of 71,4% in the category strong influence. The percentages show that, the tweets posting account @BurgerGabohPKU creates the brand image of Burger Gaboh Restaurants Pekanbaru entered the minds of the consumer and the strong category. Accordingly H0 is rejected and Ha is accepted.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

01 06.114 (0037)

Penerbit

Pekanbaru : Universitas Riau - FISIP - Ilmu Komunikasi., 2014

Deskripsi Fisik

xi, 113 hlm.; ill.;29 cm

Bahasa

ISBN/ISSN

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Klasifikasi

01 06.114 (0037)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

Dewa

Versi lain/terkait

Lampiran Berkas

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