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All Journal Innovative: Journal Of Social Science Research Jurnal Insani
Moningka, Yesa Yulina
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Humanities Computer Science & IT Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Brand Equity dalam Web Series (Analisis Semiotika Terhadap Web Series "Christmas" Loacker Indonesia melalui Akun Media Sosial Instagram @loackerid) Moningka, Yesa Yulina; Vida, Helen Diana
Innovative: Journal Of Social Science Research Vol. 4 No. 5 (2024): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i5.13959

Abstract

Penelitian ini mengkaji bagaimana Loacker Indonesia membangun brand equity melalui web series "Christmas" di Instagram @loackerid. Dengan menggunakan analisis semiotika Roland Barthes, penelitian ini mengungkap penggunaan tanda-tanda visual dan naratif dalam web series untuk menyampaikan pesan dan mempengaruhi komponen-komponen brand equity model David Aaker. Hasil penelitian menunjukkan bahwa Loacker berhasil memanfaatkan web series untuk meningkatkan Brand Awareness dengan menampilkan logo dan produk secara konsisten. Customer loyalty dibangun melalui penggambaran hubungan erat antara pemain dengan produk. Perceived quality ditampilkan melalui adegan yang menyoroti kualitas dan rasa produk. Brand Associations positif dibentuk dengan menghubungkan produk Loacker dengan momen kehangatan dan kebersamaan selama liburan. Penelitian ini menyimpulkan bahwa strategi web series "Christmas" berhasil membangun brand equity Loacker di Instagram @loackerid. Temuan ini menunjukkan efektivitas penggunaan konten video naratif di media sosial untuk membangun hubungan emosional dengan konsumen dan memperkuat posisi merek. Studi ini memberikan wawasan berharga bagi pemasar tentang potensi storytelling visual dalam strategi branding digital, khususnya dalam membangun dan memperkuat elemen-elemen kunci brand equity.
HUBUNGAN ANTARA PEMANFAATAN TWITTER DENGAN PEMENUHAN KEBUTUHAN INFORMASI MAHASISWA UKI DI ERA PANDEMI COVID-19 Lidwina, Pricelia Ruth; Siahaan, Chontina; Moningka, Yesa Yulina
Jurnal Insani Vol 9, No 2 (2022): Desember
Publisher : Istek Widuri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37365/insani.v9i2.528

Abstract

This study discusses the relationship between the use of Twitter and meeting the information needs ofstudents in the era of the Covid-19 pandemic. In this case, the researchers made Indonesian ChristianUniversity students class of 2020 as research objects. The problem in this study is whether there is arelationship between the use of Twitter and the information needs of UKI 2020 students. The purpose ofthis research is to determine whether there is a relationship between the use of Twitter and meeting theinformation needs of UKI 2020 students. The theory of information needs is the foundational theory usedin this research. because this theory really reflects where every human being has demands to meet theirinformation needs through various existing media according to their needs. This study uses a quantitativeapproach. Research data collection techniques through the distribution of questionnaires and alsoliterature study. Researchers used a proportional stratified random sampling technique. While the dataanalysis technique used is the correlation coefficient and also the significance. The results of this studyindicate that there is a significant relationship between the use of Twitter and the fulfillment of informationneeds. This statement is based on research results in hypothesis testing, which states that the value of rcount> rtable (0.0746 > 0.195) then Ho is rejected.
Co-Authors Helen Diana Vida Lidwina, Pricelia Ruth Siahaan, Chontina