PENGARUH MARKETING PUBLIC RELATIONS TERHADAP PENGETAHUAN BRAND AWARENESS OTSKY MELALUI MEDIA SOSIAL INSTAGRAM

Mayra , Medinna Putri (2025) PENGARUH MARKETING PUBLIC RELATIONS TERHADAP PENGETAHUAN BRAND AWARENESS OTSKY MELALUI MEDIA SOSIAL INSTAGRAM. FAKULTAS ILMU SOSIAL DAN ILMU POLITIK, UNIVERSITAS LAMPUNG.

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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)

Persaingan bisnis di industri fashion lokal semakin ketat, terutama dalam pemasaran melalui media sosial seperti Instagram. OTSKY, sebagai salah satu merek fashion lokal di Lampung, 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, mengingat persaingan ketat di industri fashion lokal yang mengharuskan OTSKY untuk meningkatkan kesadaran merek di kalangan konsumen. Dengan menggunakan metode kuantitatif dan pendekatan eksplanatif, 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, 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. Kata Kunci: Marketing Public Relations, Brand Awareness, Media Sosial, Instagram, OTSKY. The competition in the local fashion industry is becoming increasingly intense, particularly in marketing through social media platforms such as Instagram. OTSKY, as one of the local fashion brands in Lampung, 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, 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, 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, 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’s brand awareness knowledge. Keywords: Marketing Public Relations, Brand Awareness, Social Media, Instagram, OTSKY.

Jenis Karya Akhir:	Skripsi
Subyek:	300 Ilmu sosial 300 Ilmu sosial > 380 Perdagangan, komunikasi, dan transportasi > 384 Komunikasi, telekomunikasi
Program Studi:	Fakultas ISIP > Prodi Ilmu Komunikasi
Pengguna Deposit:	2308124783 . Digilib
Date Deposited:	17 Apr 2025 07:06
Terakhir diubah:	17 Apr 2025 07:06
URI:	http://digilib.unila.ac.id/id/eprint/86197

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