Winda Nabah Lestari, NIM.242022005 (2026) EFEKTIVITAS MEDIA SOSIAL TERHADAP BRAND AWARENESS UNIVERSITAS MUHAMMADIYAH PALEMBANG. Skripsi thesis, Universitas Muhammadiyah Palembang.

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Abstract

Winda Nabah Lestari, Diah Isnaini Asiati / Efektivitas Media Sosial Terhadap Brand Awareness Universitas Muhammadiyah Palembang. Penelitian ini bertujuan untuk mengetahui efektivitas media sosial (Instagram, TikTok, Facebook dan YouTube) terhadap Brand Awareness Universitas Muhammadiyah Palembang. Jenis penelitiannya kuantitatif dengan pendekatan asosiatif. Variabel yg digunakan ialah Instagram (X1), TikTok (X2), Facebook (X3) dan YouTube (X4). Dalam penelitian digunakan 325 sampel, teknik pengambilan sampel Purposive sampling. Jenis penelitian yang digunakan asosiatif, data yang digunakan merupakan data primer. Teknik pengumpulan data yang digunakan adalah kuesioner. Teknik analisis yang digunakan adalah analisis regresi linier sederhana. Hasil uji F yang dilakukan membuktikan bahwa terdapat pengaruh signifikan Media Sosial (Instagram, TikTok, Facebook dan YouTube) terhadap Brand Awareness di Universitas Muhammadiyah Palembang. Hasil uji Media Sosial (Instagram, Tik Tok, Facebook, dan You Tube) terbukti secara signifikan berpengaruh dan dinilai efektif membentuk Brand Awareness UM Palembang, Instagram terbukti secara signifikan berpengaruh dan dinilai efektif membentuk Brand Awareness UM Palembang, Tik Tok terbukti secara signifikan berpengaruh dan dinilai efektif membentuk Brand Awareness UM Palembang Facebook terbukti secara signifikan berpengaruh dan dinilai efektif membentuk Brand Awareness UM Palembang danYou Tube terbukti secara signifikan berpengaruh dan dinilai efektif membentuk Brand Awareness UM Palembang.Koefisien determinasi Media Sosial mampu berkontribusi terhadap Brand Awareness Universitas Muhammadiyah Palembang sebesar 45,2%. Kata kunci :Media Sosial (Instagram, TikTok, Facebook dan YouTube) dan Brand Awareness

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Winda Nabah Lestari, Diah Isnaini Asiati / The Effectiveness of Social Media on Brand Awareness at Universitas Muhammadiyah Palembang. This study aims to determine the effectiveness of social media (Instagram, TikTok, Facebook, and YouTube) on brand awareness at Muhammadiyah University of Palembang. The research method is quantitative with an associative approach. The variables used are Instagram (X1), TikTok (X2), Facebook (X3), and YouTube (X4). The study used 325 samples, using a purposive sampling technique. The research method used is associative, and the data used are primary data. A questionnaire was used as the data collection technique. Simple linear regression analysis was used as the analysis technique. The F-test results demonstrate a significant influence of social media (Instagram, TikTok, Facebook, and YouTube) on brand awareness at Muhammadiyah University of Palembang. The results of the Social Media test (Instagram, Tik Tok, Facebook, and YouTube) were proven to have a significant influence and were considered effective in forming Brand Awareness of UM Palembang, Instagram was proven to have a significant influence and were considered effective in forming Brand Awareness of UM Palembang, Tik Tok was proven to have a significant influence and were considered effective in forming Brand Awareness of UM Palembang Facebook was proven to have a significant influence and were considered effective in forming Brand Awareness of UM Palembang and YouTube was proven to have a significant influence and were considered effective in forming Brand Awareness of UM Palembang. The coefficient of determination of Social Media was able to contribute to Brand Awareness of Muhammadiyah University of Palembang by 45.2%. Keywords: Social Media (Instagram, TikTok, Facebook and YouTube) and Brand Awareness
Subjects:	Ekonomi dan Bisnis > Bisnis
Divisions:	Fakultas Ekonomi dan Bisnis > Bisnis Digital (S1)
Depositing User:	mahasiswa Fakultas Ekonomi & Bisnis
Date Deposited:	01 Oct 2026 06:29
Last Modified:	01 Oct 2026 06:29
URI:	http://repository.um-palembang.ac.id/id/eprint/37730

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