ANALISIS PENGARUH CYBER PUBLIC RELATIONS TERHADAP KESADARAN MEREK SEBUAH PERGURUAN TINGGI SWASTA MENGGUNAKAN STUCTURE EQUATION MODELLING (SEM)

Authors

  • Mila Hidayatullah Universitas Teknologi Sumbawa
  • Muhammad Syukron Anshori Universitas Teknologi Sumbawa
  • Chairul Hudaya Universitas Teknologi Sumbawa

DOI:

https://doi.org/10.36761/jt.v5i1.1004

Keywords:

Cyber PR, Brand Awareness, Structur Equation Modelling

Abstract

This research is focused on the influence of public relations activities (Public
Relations-PR) through the use of the internet (Cyber ??PR) to brand awareness
a private college. The purpose of this research is to find out
how the influence of cyber PR activities carried out by the University Public Relations
Sumbawa Technology (UTS) through social media such as Facebook, Youtube and
Instagram towards increasing UTS brand awareness. Research
This method uses quantitative methods with SPSS structural equation modeling (SEM)
to compile a model of research results. The sample population used in
This research is the community of Sumbawa sub-district with the age criteria 15-29
year in which 124 respondents filled out a questionnaire as a representation of 16,770 people
the people of Sumbawa for that age category. From the results of the F test there is an influence
simultaneous between independent variables (Facebook, Instagram and Youtube variables)
to the dependent variable (Brand Awareness). Meanwhile, the results of the t test are obtained
that the Instagram variable has a significant influence on
increase in UTS campus brand awareness.

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Published

2021-02-21

Issue

Section

Articles