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All Journal Pendas : Jurnah Ilmiah Pendidikan Dasar Jurnal Ilmu dan Teknologi Kesehatan Jurnal Desain Jurnal Salaka : Jurnal Bahasa, Sastra, dan Budaya Indonesia Jurnal Komunikasi Nusantara Jurnal Komunikasi Nusantara Jurnal Daya Mas : Media Komunikasi dan Informasi Hasil Pengabdian dan Pemberdayaan Masyarakat Jurnal Desain Komunikasi Visual Nirmana Jurnal Riset Jurnalistik dan Media Digital Edu Society: Jurnal Pendidikan, Ilmu Sosial dan Pengabdian Kepada Masyarakat Hulondalo Jurnal Ilmu Pemerintahan dan Ilmu komunikasi (JIPIK) Jurnal Riset Rumpun Seni, Desain dan Media (JURRSENDEM) Jurnal Cendekia Ilmiah Jurnal Komputer, Informasi dan Teknologi
Guruh Ramdani
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Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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Kampanye Digital TeaIsGood dalam Membentuk Persepsi Konsumen Produk Teh Botol Sosro Hafiz Firjatullah; Guruh Ramdani
Jurnal Riset Rumpun Seni, Desain dan Media Vol. 5 No. 2 (2026): Jurnal Riset Rumpun Seni, Desain dan Media
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrsendem.v5i2.9170

Abstract

The rapid development of digital technology has encouraged companies to utilize social media as a communication medium to shape consumer perceptions of products and brands. This study aims to analyze the influence of the TeaIsGood digital campaign on consumer perception of Teh Botol Sosro products through Instagram-based communication. The research employed a quantitative explanatory approach using an online survey of 100 respondents who had been exposed to the campaign. Data were collected through questionnaires and analyzed using simple linear regression with IBM SPSS version 31. The findings indicate that the TeaIsGood digital campaign has a positive and significant effect on consumer perception of Teh Botol Sosro products. The regression analysis shows that the campaign contributes 85.2% to consumer perception. The findings suggest that message credibility, relevance, clarity, and attractiveness are important elements in shaping positive consumer perceptions through digital communication. This study implies that social media campaigns can function not only as promotional tools but also as strategic media for building brand meaning and consumer perception in the fast moving consumer goods (FMCG) industry.
Co-Authors Amirah Fitria Sabrina Dinda Putri Agustin Ersya Shafira Chairani Fahmi Fuad Cholagi Habsari Sarah Anjaly Hafiz Firjatullah Hari Otang Sasmita Haries Marithasari Haries Marithasari Hilda Risca Chairanti Kesyahda, Meyzal Kuntoro, Diadji M. Yoesoef Maula Sulthoni Mohamad Fauzi Indrayanto Moza Salsabilla Mulyono Mulyono Nathania Raissa Gunawan Rakhmah, Namirah Talitha Renny Soelistiyowati Renny Soelistyowati Sophie Fathima Primannisa Alyindra Syakira, Sheelin Nur Khalida Tommy Christomy