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THE COMMERCIUM
Published by Universitas Negeri Surabaya
ISSN : -     EISSN : 2809591     DOI : https://doi.org/10.26740/tc.v8i2
Core Subject : Education, Social,
Languange, Linguistic, Communication & Media Social Sciences
The Commercium adalah Jurnal Ilmu Komunikasi yang memuat tulisan hasil penelitian mahasiswa. Jurnal ini diterbitkan oleh Program Studi S1 Ilmu Komunikasi Universitas Negeri Surabaya. Jurnal the commercium terbit 3 kali dalam setahun. Fokus dan scope penelitian di bidang Ilmu Komunikasi mencakup : Komunikasi Pemasaran Public Relations Periklanan Komunikasi Politik Komunikasi Pembangunan dan Perubahan Sosial Manajemen Media
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 1 Documents
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Search results for , issue "Vol. 7 No. 3 (2023): The Commercium" : 1 Documents clear
PENGARUH BRAND ACTIVATION PIZZA HUT INDONESIA DI MEDIA SOSIAL INSTAGRAM TERHADAP MINAT BELI KONSUMEN PADA PRODUK LIMO PIZZA Elfariany, Zorna
The Commercium Vol. 7 No. 3 (2023): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v7i3.58050

Abstract

This research aims to determine the influence of Pizza Hut Indonesia's brand activation on Instagram on consumer buying interest in the product Limo Pizza, as well as the extent of the influence it exerts. The researchers focused on the marketing communication activity strategy of brand activation, specifically utilizing social media and adopted by Pizza Hut Indonesia for the promotion of Limo Pizza. The population of this study consists of followers of the Instagram account @pizzahut.indonesia, and the sample size was determined to be 100 individuals using the Lemeshow formula. The researchers analyzed the data using simple linear regression with the assistance of SPSS version 25. The results of the study showed that Pizza Hut Indonesia's brand activation on Instagram has a significant influence on consumer buying interest in Limo Pizza, as indicated by the t-test and F-test values being less than 0.050, leading to the acceptance of the hypothesis. Through the coefficient of determination test, the researchers found that the influence of Pizza Hut Indonesia's brand activation on Instagram on consumer buying interest in Limo Pizza amounts to 48.3%. In conclusion, the research findings demonstrate that brand activation on Pizza Hut Indonesia's Instagram has a significant impact on consumer interest in purchasing Limo Pizza, accounting for 48.3% of the variation in buying interest.

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