ANALISIS PENGARUH CYBER PUBLIC RELATIONS TERHADAP KESADARAN MEREK SEBUAH PERGURUAN TINGGI SWASTA MENGGUNAKAN STUCTURE EQUATION MODELLING (SEM)

Jurnal Tambora

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Title ANALISIS PENGARUH CYBER PUBLIC RELATIONS TERHADAP KESADARAN MEREK SEBUAH PERGURUAN TINGGI SWASTA MENGGUNAKAN STUCTURE EQUATION MODELLING (SEM)
 
Creator Hidayatullah, Mila
Syukron Anshori, Muhammad
Hudaya , Chairul
 
Subject Cyber PR, Brand Awareness, Structur Equation Modelling
 
Description This research is focused on the influence of public relations activities (PublicRelations-PR) through the use of the internet (Cyber ??PR) to brand awarenessa private college. The purpose of this research is to find outhow the influence of cyber PR activities carried out by the University Public RelationsSumbawa Technology (UTS) through social media such as Facebook, Youtube andInstagram towards increasing UTS brand awareness. ResearchThis method uses quantitative methods with SPSS structural equation modeling (SEM)to compile a model of research results. The sample population used inThis research is the community of Sumbawa sub-district with the age criteria 15-29year in which 124 respondents filled out a questionnaire as a representation of 16,770 peoplethe people of Sumbawa for that age category. From the results of the F test there is an influencesimultaneous between independent variables (Facebook, Instagram and Youtube variables)to the dependent variable (Brand Awareness). Meanwhile, the results of the t test are obtainedthat the Instagram variable has a significant influence onincrease in UTS campus brand awareness.
Penelitian ini difokuskan pada pengaruh aktivitas hubungan masyarakat (PublicRelation-PR) melalui penggunaan internet (Cyber PR) terhadap kesadaran mereksebuah perguruan tinggi swasta. Tujuan penelitian ini adalah untuk mengetahuibagaimana pengaruh aktivitas cyber PR yang dilakukan oleh Humas UniversitasTeknologi Sumbawa (UTS) melalui media sosial seperti Facebook, Youtube danInstagram terhadap peningkatan kesadaran merek (brand awareness) UTS. Penelitianini menggunakan metode kuantitatif dengan structural equation modelling (SEM) SPSSuntuk menyusun model hasil penelitian. Adapun populasi sampel yang digunakan dalampenelitian ini adalah masyarakat Kecamatan Sumbawa dengan kriteria umur 15-29tahun dimana 124 responden mengisi kuesioner sebagai representasi dari 16.770 jiwamasyarakat Sumbawa untuk kategori umur tersebut. Dari hasil uji F terdapat pengaruhsimultan antara variabel-variabel bebas (variabel Facebook, Instagram dan Youtube)terhadap variabel terikat (Brand Awareness). Sementara dari hasil dari uji t diperolehbahwa variabel Instagram yang memiliki pengaruh secara signifikan terhadappeningkatan brand awareness kampus UTS.
 
Publisher Wakil Rektor 3, Direktorat Pengabdian kepada Masyarakat dan Publikasi, Universitas Teknologi Sumbawa
 
Date 2021-02-21
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://jurnal.uts.ac.id/index.php/Tambora/article/view/1004
10.36761/jt.v5i1.1004
 
Source Jurnal TAMBORA; Vol. 5 No. 1 (2021): EDISI 12; 80-85
2621-542X
2527-970X
10.36761/jt.v5i1
 
Language eng
 
Relation http://jurnal.uts.ac.id/index.php/Tambora/article/view/1004/647
 
Rights Copyright (c) 2021 Mila Hidayatullah, Muhammad Syukron Anshori, Chairul Hudaya
https://creativecommons.org/licenses/by/4.0
 

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