?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+MARKETING+PUBLIC+RELATIONS+TERHADAP+PENGETAHUAN+BRAND+AWARENESS+OTSKY+MELALUI+MEDIA+SOSIAL+INSTAGRAM&rft.creator=Mayra+%2C+Medinna+Putri&rft.subject=300+Ilmu+sosial&rft.subject=384+Komunikasi%2C+telekomunikasi&rft.description=Persaingan+bisnis+di+industri+fashion+lokal+semakin+ketat%2C+terutama+dalam+pemasaran+melalui+media+sosial+seperti+Instagram.+OTSKY%2C+sebagai+salah+satu+merek+fashion+lokal+di+Lampung%2C+menghadapi+tantangan+dalam+meningkatkan+brand+awareness+akibat+kesenjangan+popularitas+dibandingkan+pesaingnya.+Penelitian+ini+mengkaji+pengaruh+Marketing+Public+Relations+(MPR)+terhadap+pengetahuan+Brand+Awareness+OTSKY+melalui+media+sosial+Instagram%2C+mengingat+persaingan+ketat+di+industri+fashion+lokal+yang+mengharuskan+OTSKY+untuk+meningkatkan+kesadaran+merek+di+kalangan+konsumen.+Dengan+menggunakan+metode+kuantitatif+dan+pendekatan+eksplanatif%2C+data+dikumpulkan+melalui+survei+terhadap+100+responden+yang+merupakan+pengikut+Instagram+OTSKY+dan+telah+membeli+produk+mereka.+Analisis+dilakukan+menggunakan+regresi+linear+berganda+dan+analisis+jalur+untuk+mengevaluasi+pengaruh+langsung+dan+tidak+langsung+MPR+terhadap+brand+awareness.+Temuan+ini+mendukung+teori+Uses+and+Effects%2C+yang+menekankan+pentingnya+interaksi+media+dalam+membentuk+persepsi+konsumen.+Hasil+menunjukkan+bahwa+marketing+public+relations+berpengaruh+signifikan+terhadap+pengetahuan+brand+awareness+OTSKY+dan+media+sosial+Instagram.+Media+sosial+Instagram+juga+berpengaruh+sebagai+variabel+intervening+antara+marketing+public+relations+dan+pengetahuan+brand+awareness+OTSKY.%0D%0A%0D%0AKata+Kunci%3A+Marketing+Public+Relations%2C+Brand+Awareness%2C+Media+Sosial%2C+Instagram%2C+OTSKY.%0D%0A%0D%0A%0D%0A%0D%0A%0D%0A%0D%0A%0D%0A%0D%0A%0D%0AThe+competition+in+the+local+fashion+industry+is+becoming+increasingly+intense%2C+particularly+in+marketing+through+social+media+platforms+such+as+Instagram.+OTSKY%2C+as+one+of+the+local+fashion+brands+in+Lampung%2C+faces+challenges+in+enhancing+brand+awareness+due+to+a+gap+in+popularity+compared+to+its+competitors.+This+study+examines+the+influence+of+Marketing+Public+Relations+(MPR)+on+OTSKY's+brand+awareness+knowledge+through+Instagram+social+media%2C+given+the+fierce+competition+in+the+local+fashion+industry+that+requires+OTSKY+to+increase+brand+awareness+among+consumers.+Using+quantitative+methods+and+a+explanatory+approach%2C+data+was+collected+through+a+survey+of+100+respondents+who+are+OTSKY+Instagram+followers+and+have+purchased+their+products.+Analysis+was+conducted+using+multiple+linear+regression+and+path+analysis+to+evaluate+the+direct+and+indirect+effects+of+MPR+on+brand+awareness.+The+findings+support+the+Uses+and+Effects+theory%2C+which+emphasizes+the+importance+of+media+interaction+in+shaping+consumer+perceptions.+The+research+results+show+that+marketing+public+relations+has+a+significant+effect+on+brand+awareness+knowledge+of+OTSKY+and+Instagram+social+media.+Instagram+social+media+also+acts+as+an+intervening+variabel+between+marketing+public+relations+and+OTSKY%E2%80%99s+brand+awareness+knowledge.%0D%0A%0D%0AKeywords%3A+Marketing+Public+Relations%2C+Brand+Awareness%2C+Social+Media%2C+Instagram%2C+OTSKY.&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK&rft.date=2025-03-21&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F86197%2F1%2FAbstrak%2520Mayra%2520Medinna%2520Putri_2116031003.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F86197%2F2%2FSkripsi%2520Mayra%2520Medinna%2520Putri_2116031003.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F86197%2F3%2FSkripsi%2520Tanpa%2520Pembahasan%2520Mayra%2520Medinna%2520Putri_2116031003.pdf&rft.identifier=++Mayra+%2C+Medinna+Putri++(2025)+PENGARUH+MARKETING+PUBLIC+RELATIONS+TERHADAP+PENGETAHUAN+BRAND+AWARENESS+OTSKY+MELALUI+MEDIA+SOSIAL+INSTAGRAM.++FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F86197%2F