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All Journal Jurnal Mahasiswa Komunikasi Cantrik
Putra Muhammad Dafa
Program Studi Ilmu Komunikasi, Universitas Islam Indonesia, Sleman Yogyakarta
Humanities Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Efektivitas Penggunaan Instagram Stories pada Akun @male.id terhadap Pembentukan Brand Awareness dan Minat Beli di Kalangan Mahasiswa Universitas Islam Indonesia Putra Muhammad Dafa; Puji Hariyanti
Jurnal Mahasiswa Komunikasi Cantrik Vol. 1 No. 1 (2021): Volume 1, No. 1, May, 2021
Publisher : Program Studi Ilmu Komunikasi UII

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/cantrik.vol1.iss1.art4

Abstract

Male.id as a local male fashion brand uses Instagram stories as a medium to introduce or promote their products to public and also to engage followers to interact by online. Therefore, this research is being done to analyze how effective the use of Instagram stories on @male.id’s account for the formation of brand awareness and purchase intention among the students of Islamic University of Indonesia. This research is a survey research with a quantitative approach, so the datas were collected by distributing questionners to 100 respondents who are determined through a nonprobability sampling technique in the form of snowball sampling to be sampled. This research shows that the use of Instagram on @male.id’s account is significantly effective and positive for the formation of brand awareness and purchase intention among students of Islamic University of Indonesia. 
Co-Authors Puji Hariyanti