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All Journal SINERGI: Jurnal Ilmiah Ilmu Manajemen Jurnal Komunikasi Profesional
Octaviana, Vanisha
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Arts Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Impact of @RaikuBeauty instagram campaign content on brand image Octaviana, Vanisha; Susilo, Daniel
Jurnal Komunikasi Profesional Vol 5 No 3 (2021)
Publisher : Fakultas Ilmu Komunikasi Universitas dr. Soetomo

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (621.733 KB) | DOI: 10.25139/jkp.v5i3.3873

Abstract

Most Indonesian women often feel insecure about their appearance without makeup. Raiku Beauty is here as one of the new beauty brands that motivates Indonesian women to be able to appear confident by taking care of their skin using skincare from Raiku. The purpose of this study was to determine whether the content on Instagram @RaikuBeauty related to the “Dare to be Bare” campaign was able to have a significant influence on the brand image. The theory used in this study is the content of communication messages on social media. This research is quantitative explanative with data collected through a survey to 395 respondents obtained from the Taro Yamane formula. The data obtained were then tested for hypotheses with simple linear regression. The results showed that there was a significant impact of social media content on the dare to be bare campaign on brand image, with 60.2% degree of impact. Keywords: social media content; brand image; instagram; raiku beauty.
THE INFLUENCE OF THE DARE TO BE BARE CAMPAIGN ON BRAND IMAGE ON INSTAGRAM @RAIKUBEAUTY Octaviana, Vanisha; Susilo, Daniel; Vidal, Mateo Jose A.
Sinergi : Jurnal Ilmiah Ilmu Manajemen Vol. 11 No. 2 (2021)
Publisher : Economic and Bussiness Faculty, Dr Soetomo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (842.085 KB) | DOI: 10.25139/sng.v11i2.4136

Abstract

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.
Impact of @RaikuBeauty instagram campaign content on brand image Octaviana, Vanisha; Susilo, Daniel
Jurnal Komunikasi Profesional Vol. 5 No. 3 (2021)
Publisher : Fakultas Ilmu Komunikasi Universitas dr. Soetomo

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (621.733 KB) | DOI: 10.25139/jkp.v5i3.3873

Abstract

Most Indonesian women often feel insecure about their appearance without makeup. Raiku Beauty is here as one of the new beauty brands that motivates Indonesian women to be able to appear confident by taking care of their skin using skincare from Raiku. The purpose of this study was to determine whether the content on Instagram @RaikuBeauty related to the “Dare to be Bare” campaign was able to have a significant influence on the brand image. The theory used in this study is the content of communication messages on social media. This research is quantitative explanative with data collected through a survey to 395 respondents obtained from the Taro Yamane formula. The data obtained were then tested for hypotheses with simple linear regression. The results showed that there was a significant impact of social media content on the dare to be bare campaign on brand image, with 60.2% degree of impact. Keywords: social media content; brand image; instagram; raiku beauty.
Co-Authors Daniel Susilo Vidal, Mateo Jose A.