PENGARUH KAMPANYE PREPP SCOOTER CLUB TERHADAP KESADARAN MEREK PREPP STUDIO
Through the Prepp Scooter Club campaign, Prepp Studio has emerged as a pioneer in the Indonesian fashion brand scene by forming a scooter community. This research employs a quantitative explanatory method on a sample of 1.5 million Instagram followers @preppstudio (June 2023) using the Taro Yamane f...
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2023-12-22.
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| 520 | |a Through the Prepp Scooter Club campaign, Prepp Studio has emerged as a pioneer in the Indonesian fashion brand scene by forming a scooter community. This research employs a quantitative explanatory method on a sample of 1.5 million Instagram followers @preppstudio (June 2023) using the Taro Yamane formula. SPSS analysis results indicate a significant relationship between the campaign and brand awareness, with a Spearman's Rank Correlation Coefficient of 0.555 (p < 0.001). Simple linear regression reveals a substantial positive influence of the campaign on brand awareness (constant 43.613, regression coefficient 1.192). The coefficient of determination is 31.6%, signifying that the campaign explains a significant portion of the variation in brand awareness. The t-test confirms a significant impact of the campaign (t-value 6.724, p < 0.001), surpassing the critical t-value of 1.984. In conclusion, the Prepp Scooter Club campaign significantly enhances Prepp Studio's brand awareness. | ||
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