Please use this identifier to cite or link to this item:
https://repositori.uma.ac.id/handle/123456789/21851
Title: | Pengaruh Social Media Marketing dan Brand Awareness terhadap Ekuitas Merek pada Jne di Kota Medan |
Other Titles: | The Influence of Social Media Marketing and Brand Awareness on Brand Equity at Jne in Medan City |
Authors: | Simatupang, Tiara Isa Angraini |
metadata.dc.contributor.advisor: | Siregar, M. Yamin Lubis, Adelina |
Keywords: | social media marketing;social media marketing;brand awareness;brand awareness;ekuitas merek;ekuitas merek;social media marketing;social media marketing;brand awareness;brand awareness;brand equity;brand equity |
Issue Date: | 21-Aug-2023 |
Publisher: | Universitas Medan Area |
Series/Report no.: | NPM;198320081 |
Abstract: | Di era globalisasi saat ini tingkat persaingan perusahaan semakin kuat, sejalan
dengan meningkatnya penjualan online maka kebutuhan akan jasa pengiriman juga
meningkat, maka peluang bagi perusahaan dibidang jasa pengiriman semakin
terbuka. Dapat dilihat dari banyaknya perusahaan bidang jasa pengiriman salah
satunya PT. JNE. Tujuan penelitian ini adalah untuk mengetahui pengaruh social
media marketing dan brand awareness terhadap ekuitas merek pada JNE di kota
Medan. Penelitian ini menggunakan metode Asosiatif bentuk kausal, bertujuan
untuk melihat hubungan antara dua variabel atau lebih. Populasi peneliti berjumlah
11.000 pengikut Instagram JNE Medan sampai tanggal 05 Oktober 2022. Dengan
rumus slovin dibutuhkan 100 sampel mewakili populasi pada penelitian ini. Data
diolah menggunakan SPSS versi 20.00 . Teknik analisis data yang digunakan adalah
regresi linear berganda, uji t dan uji f. Hasil penelitian ini Variabel X1 diperoleh
thitung 4,157> ttabel1,984, dengan nilai signifikan 0,000<0,05 menjelaskan bahwa
bahwa variabel X1 berpengaruh positif dan signifikan terhadap variabel Y.
Sedangkan variabel X2 diperoleh thitung 5,264>ttabel1,984, dengan nilai signifikan
0,000<0,05 menjelaskan bahwa variabel X2 berpengaruh positif dan signifikan
terhadap variabel Y. Berdasarkan hasil uji f diperoleh fhitung 104,948> ftabel 3,09
dengan nilai signifikan 0,000<0,05. Sehingga dapat ditarik kesimpulan bahwa
variabel X1 dan X2 secara simultan berpengaruh positif dan signifikan terhadap
variabel Y pada pengguna Instagram JNE Medan. In the current era of globalization, the level of company competition is getting
stronger, in line with the increase in online sales, the need for delivery services is
also increasing, so opportunities for companies in the field of delivery services are
increasingly open. It can be seen from the many companies in the field of shipping
services, one of which is PT. JNE. Brand equity in companies is influenced by social
media marketing and is also influenced by brand awareness from consumers. The
purpose of this study was to determine the effect of social media marketing and
brand awareness on brand equity at JNE in Medan city. This study uses the causal
associative method, aiming to see the relationship between two or more variables.
The research population totaled 11,000 JNE Medan Instagram followers until
October 5, 2022. Using the slovin formula, 100 samples were needed to represent
the population in this study. Data is processed using SPSS version 20.00 . The data
analysis technique used is multiple linear regression, t test and f test. The results of
this study showed that variable X1 obtained tcount 4.157 > ttable 1.984, with a
significant value of 0.000 <0.05 explaining that variable X1 had a positive and
significant effect on variable Y. Meanwhile variable X2 obtained tcount 5.264 >
ttable 1.984, with a significant value of 0.000< 0.05 explains that variable X2 has
a positive and significant effect on variable Y. Based on the results of the f test, it is
obtained fcount 104.948 > ftable 3.09 with a significant value of 0.000 <0.05. So it
can be concluded that the variables X1 and X2 simultaneously have a positive and
significant effect on the Y variable on JNE Medan Instagram users. Di era globalisasi saat ini tingkat persaingan perusahaan semakin kuat, sejalan dengan meningkatnya penjualan online maka kebutuhan akan jasa pengiriman juga meningkat, maka peluang bagi perusahaan dibidang jasa pengiriman semakin terbuka. Dapat dilihat dari banyaknya perusahaan bidang jasa pengiriman salah satunya PT. JNE. Tujuan penelitian ini adalah untuk mengetahui pengaruh social media marketing dan brand awareness terhadap ekuitas merek pada JNE di kota Medan. Penelitian ini menggunakan metode Asosiatif bentuk kausal, bertujuan untuk melihat hubungan antara dua variabel atau lebih. Populasi peneliti berjumlah 11.000 pengikut Instagram JNE Medan sampai tanggal 05 Oktober 2022. Dengan rumus slovin dibutuhkan 100 sampel mewakili populasi pada penelitian ini. Data diolah menggunakan SPSS versi 20.00 . Teknik analisis data yang digunakan adalah regresi linear berganda, uji t dan uji f. Hasil penelitian ini Variabel X1 diperoleh thitung 4,157> ttabel1,984, dengan nilai signifikan 0,000<0,05 menjelaskan bahwa bahwa variabel X1 berpengaruh positif dan signifikan terhadap variabel Y. Sedangkan variabel X2 diperoleh thitung 5,264>ttabel1,984, dengan nilai signifikan 0,000<0,05 menjelaskan bahwa variabel X2 berpengaruh positif dan signifikan terhadap variabel Y. Berdasarkan hasil uji f diperoleh fhitung 104,948> ftabel 3,09 dengan nilai signifikan 0,000<0,05. Sehingga dapat ditarik kesimpulan bahwa variabel X1 dan X2 secara simultan berpengaruh positif dan signifikan terhadap variabel Y pada pengguna Instagram JNE Medan. In the current era of globalization, the level of company competition is getting stronger, in line with the increase in online sales, the need for delivery services is also increasing, so opportunities for companies in the field of delivery services are increasingly open. It can be seen from the many companies in the field of shipping services, one of which is PT. JNE. Brand equity in companies is influenced by social media marketing and is also influenced by brand awareness from consumers. The purpose of this study was to determine the effect of social media marketing and brand awareness on brand equity at JNE in Medan city. This study uses the causal associative method, aiming to see the relationship between two or more variables. The research population totaled 11,000 JNE Medan Instagram followers until October 5, 2022. Using the slovin formula, 100 samples were needed to represent the population in this study. Data is processed using SPSS version 20.00 . The data analysis technique used is multiple linear regression, t test and f test. The results of this study showed that variable X1 obtained tcount 4.157 > ttable 1.984, with a significant value of 0.000 <0.05 explaining that variable X1 had a positive and significant effect on variable Y. Meanwhile variable X2 obtained tcount 5.264 > ttable 1.984, with a significant value of 0.000< 0.05 explains that variable X2 has a positive and significant effect on variable Y. Based on the results of the f test, it is obtained fcount 104.948 > ftable 3.09 with a significant value of 0.000 <0.05. So it can be concluded that the variables X1 and X2 simultaneously have a positive and significant effect on the Y variable on JNE Medan Instagram users. |
Description: | 108 Halaman 108 Halaman |
URI: | https://repositori.uma.ac.id/handle/123456789/21851 |
Appears in Collections: | SP - Management |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
198320081 - Tiara Isa Angraini Simatupang - Fulltext.pdf | Cover, Abstract, Chapter I, II, III, V, Bibliography | 1.42 MB | Adobe PDF | View/Open |
198320081 - Tiara Isa Angraini Simatupang - Chapter IV.pdf Restricted Access | Chapter IV | 503.93 kB | Adobe PDF | View/Open Request a copy |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.