CD Skripsi

Pengaruh Terpaan Media #Whitelabapologize Terhadap Brand Image Whitelab Pada Followers @Whitelab_Id Di Twitter

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The presence of the internet today expands the dissemination of information and has the potential to have a significant impact on individuals exposed to the media. One of the features found on Twitter social media is Trending Topic. Information that attracts enough attention, namely on November 6, 2022, where the Whitelab brand collaborated with a brand ambassador from South Korea, Oh Sehun. This led to the emergence of the trending topic #Whitelabaapologize on the Twitter network. With this, the purpose of this study is to determine the effect of #Whitelabapologize media exposure on Whitelab Brand Image. This study uses the new media theory proposed by Pierre Levvy which has two views on new media, namely social interaction and social integration.
The research method used is quantitative with an explanatory approach and questionnaires as the main instrument in data collection. The population in this study were followers of @Whitelab_id on Twitter, totaling 21,000 followers and had seen #Whitelabapologize. Determination of the sample using the help of the Isaac and Michael table and obtained 267 respondents. The sampling technique used convenience sampling. This research was processed and analyzed using the IBM SPSS Version 20 program.
Based on the results of this study, it is known that the results of simple linear regression show that the significance level obtained is 0.000 less than α = 0.05 and the Fcount obtained is 33.469 greater than Ftable, which is 3.87, so it can be concluded that there is an influence between #Whitelabapologize media exposure on Twitter on Whitelab Brand Image on @Whitelab_id followers on Twitter. The independent variable (X) Media Exposure #Whitelabapologize on Twitter has an influence of 13% on the Brand Image variable on @Whitelab_id followers on Twitter while the remaining 87% is influenced by other factors outside of the results obtained. Thus, H0 is rejected and Ha is accepted. These results contribute to a good understanding of the impact of social media exposure on brand image, by highlighting the dynamic relationship between individuals and media in shaping brand perception.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1901113880

Penerbit

Pekanbaru : Universitas Riau – FISIPOL – Ilmu Komunikasi., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1901113880

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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