Pengaruh Pesan Kampanye Produk Kecantikan Terhadap Brand image di Media Sosial (Studi Kasus #BeautyHasNoGender di Akun Instagram @Dearmebeauty)

Xena Sasa Claudia, Debora Anggi Nathania

Abstract


This research aims to determine whether the #BeautyHasNoGender campaign message on the @Dearmebeauty Dear Me Beauty Instagram account influences brand image. Explanatory quantitative research with survey data as a data collection method. The population in this study was 400 followers of the Instagram account @Dearmebeauty and was analyzed using simple linear regression. Hypothesis results show that the #BeautyHasNoGender campaign message dimensions influence brand image with a contribution of 48.1%.


Keywords


campaign, brand image, instagram, Dear Me Beauty.

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DOI: http://dx.doi.org/10.33087/jiubj.v24i3.5583

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