THE INFLUENCE OF THE DARE TO BE BARE CAMPAIGN ON BRAND IMAGE ON INSTAGRAM @RAIKUBEAUTY

Sinergi : Jurnal Ilmiah Ilmu Manajemen

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Title THE INFLUENCE OF THE DARE TO BE BARE CAMPAIGN ON BRAND IMAGE ON INSTAGRAM @RAIKUBEAUTY
 
Creator Octaviana, Vanisha
Susilo, Daniel
Vidal, Mateo Jose A.
 
Description A woman's beauty comes from within, not from the outside. Raiku Beauty is able to establish itself amid its long-established beauty product competitors, despite its youth. Through @RaikuBeauty, Raiku Beauty uses Instagram to transmit messages and communicate a product in order to establish a brand image. The goal of this research was to determine whether there is an effect of @Raikubeauty Instagram social media content on the dare to be bare campaign on the Image Raiku brand. Quantitative explanatory research is used, including data collection techniques in the form of surveys. The population consisted of @Raikubeauty followers, with a sample size of 395 responses calculated using the Taro Yamane formula, and the hypothesis was tested using simple linear regression. The findings of hypothesis testing suggest that social media content on Instagram regarding the campaign dare to be bare has a substantial effect on brand image by 60.2 percent. This suggests that the dimensions of campaign-related social media material have an impact on brand image.
 
Publisher Economic and Bussiness Faculty, Dr Soetomo University
 
Date 2021-09-30
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
 
Identifier https://ejournal.unitomo.ac.id/index.php/feb/article/view/4136
10.25139/sng.v11i2.4136
 
Source Sinergi : Jurnal Ilmiah Ilmu Manajemen; Vol 11 No 2 (2021); 1-17
2549-0419
2087-4987
 
Language eng
 
Relation https://ejournal.unitomo.ac.id/index.php/feb/article/view/4136/2024
 
Rights Copyright (c) 2021 Sinergi : Jurnal Ilmiah Ilmu Manajemen
http://creativecommons.org/licenses/by-nc-sa/4.0
 

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