PENGARUH KUALITAS INFORMASI DAN KONTEN CAROUSEL DI INSTAGRAM DALAM MEMBANGUN BRAND AWARENESS PADA EVENT ORGANIZER ESMUD

Lorenza, Widya (2026) PENGARUH KUALITAS INFORMASI DAN KONTEN CAROUSEL DI INSTAGRAM DALAM MEMBANGUN BRAND AWARENESS PADA EVENT ORGANIZER ESMUD. Diploma thesis, Politeknik Negeri Sriwijaya.

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Abstract

This study was conducted to analyze the influence of the quality of information and carousel content presented through Instagram in building brand awareness at Event Organizer Esmud. In the midst of the rapid development of digital technology, Instagram is one of the media that is widely used by companies as a means of promotion and delivery of information to the audience. The presentation of clear information and the use of interesting carousel content are expected to increase the audience's ability to recognize and remember a brand. The method used in this thesis is a quantitative method with a descriptive approach. Data collection was carried out through the distribution of questionnaires to 30 respondents who had seen Event Organizer Esmud's Instagram content . The collected data was then processed using the SPSS program through validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, determination coefficients, and hypothesis testing using t-tests and F-tests. The carousel content variable also showed a positive and significant influence on brand awareness with a significance value of 0.043. In addition, simultaneous testing showed that the quality of information and carousel content together had a significant effect on brand awareness in Esmud Event Organizers. The regression equation obtained was Y = 6.618 + 0.241X₁ + 0.207X₂, which indicates that an increase in the quality of information and carousel content will be followed by an increase in brand awareness. From these results, it can be concluded that the quality of information and carousel content are factors that play a role in building brand awareness at Event Organizer Esmud. Therefore, companies need to maintain and improve the quality of information conveyed and optimize the use of carousel content as one of the digital marketing strategies to strengthen brand awareness among the audience.

Item Type:	Thesis (Diploma)
Uncontrolled Keywords:	Information Quality, Carousel Content, Instagram, Brand Awareness, Event Organizer Esmud.
Subjects:	P Language and Literature > PE English
Divisions:	English > Undergraduate Theses
Depositing User:	Pustaka Bahasa
Date Deposited:	21 Sep 2026 07:06
Last Modified:	21 Sep 2026 07:06
URI:	http://eprints.polsri.ac.id/id/eprint/25517

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