Pangestu, Qayyum Deyatari (2022) Pengaruh Content Marketing Instagram Terhadap Brand Image Disney+ Hotstar pada Followers @disneyplushotstarid di Era Pandemi Covid-19. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
In the current digital era, the use of digital media needs to be done to market a company's goods or services, especially during the COVID-19 pandemic. The use of content marketing to promote a business is becoming more common during the pandemic. One business that utilizes content marketing is Disney+ Hotstar's on-demand video streaming entertainment service through the @disneyplushotstarid Instagram account. To be able to compete with similar services, Disney+ Hotstar must consider the brand image it builds through content marketing. The purpose of this study was to determine the influence of content marketing on Instagram in building the Disney+ Hotstar brand image during the COVID-19 pandemic. The method used is descriptive quantitative method. The analysis uses multiple linear regression with the X variable being the 5 dimensions of content marketing and the Y variable being the brand image. The results obtained are the content marketing variables have a simultaneous or partial influence on the brand image variable. However, the persuasion variable has a negative effect on the brand image variable (Y). Keywords: content marketing, brand image, instagram.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Qayyum Deyatari | ||||||||
| Date Deposited: | 18 Jan 2022 00:40 | ||||||||
| Last Modified: | 18 Jan 2022 00:40 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/4144 |
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