Pengaruh Retail Activation Aura Kasih Terhadap Brand Image Sampoerna Kayoe pada Instagram @sampoernakayoe
DOI:
https://doi.org/10.35870/jtik.v9i4.4180Keywords:
Retail Activation, Aura Kasih, Brand Image, Sampoerna Kayoe, Social MediaAbstract
Social media is a platform used for sharing information, providing reactions, conducting business, and interacting. Instagram is one of the popular social media platforms used by companies to interact and share information. Sampoerna Kayoe uses Instagram as a tool to change the brand image from its previous name, Samko Timber, through a retail activation strategy in collaboration with Aura Kasih. This study aims to determine whether there is an influence of Aura Kasih's retail activation on the brand image of Sampoerna Kayoe on Instagram @sampoernakayoe, and how significant that influence is. The research uses a quantitative approach with a data sample of 100 respondents who follow Sampoerna Kayoe’s Instagram account. The obtained data was subjected to a normality test to determine whether it was normally distributed, a Pearson Product Moment correlation test to examine the relationship between variables, a coefficient of determination test to measure the magnitude of influence between variables, and a simple linear regression test to assess the strength of the influence exerted. The tests conducted will be analyzed using the SPSS application. The analysis results indicate a moderate positive influence of Aura Kasih's retail activation on the brand image of Sampoerna Kayoe, with a correlation value of 0.484. The results of this study are expected to serve as an evaluation material for Sampoerna Kayoe regarding the performance of the Retail Activation with Aura Kasih, so that more effective campaigns can be carried out in the future.
Downloads
References
Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.
Dendeng, E. V., Ellitan, L., & Handayani, Y. I. (2023). Pengaruh Brand Image Dan Product Quality Terhadap Brand Loyalty Melalui Brand Trust Pada Produk Face Wash Merek Wardah Di Surabaya. Jurnal Ilmiah Mahasiswa Manajemen, 12(1), 17-26.
Everlin, S. (2021). Analisis Brand Activation Experiential Logo Gojek Tahun 2019. Jurnal Dimensi DKV Seni Rupa dan Desain.
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion.
Kurniawan, P. (2017). Pemanfaatan media sosial Instagram sebagai komunikasi pemasaran modern pada Batik Burneh. Competence: Journal of Management Studies, 11(2).
Luttrell, R. (2018). Social media: How to engage, share, and connect. Rowman & Littlefield.
Nurazhari, L., & Putri, Y. R. (2022). Pengaruh Brand Ambassador Blackpink Terhadap Brand Image Tokopedia Periode 2021. Medium, 10(1), 166-174. https://doi.org/10.25299/medium.2022.vol10(1).9244.
Nurdin, A., Moefad, A. M., Zubaidi, A. N., & Harianto, R. (2013). Pengantar ilmu komunikasi.
Ohorella, N., & Prihantoro, E. (2022). Pengaruh Akun Instagram@ Sumbar_Rancak Terhadap Minat Berkunjung Followers Ke Suatu Destinasi. Komunika, 18(2), 46-54. https://doi.org/10.32734/komunika.v18i2.9045.
Oktaviani, M., Febrilia, I., & Rahmi, R. (2025). Pengaruh Social Media Marketing terhadap Purchase Intention dengan Brand Image sebagai Variabel Intervening:(Studi Kasus pada Konsumen Kopi di Jabodetabek). Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce, 4(1), 403-420.
Park, S. (2020). Marketing management (Vol. 3). Seohee Academy.
Putri, J. W., Hafiar, H., & Subekti, P. (2018). Pembentukan Brand PT Angkasa Pura Retail Sebagai Perusahaan Travel Retail di Indonesia. Metacommunication; Journal of Communication Studies, 3(1).
Setianto, M. L., & Yusuf, V. (2025). Analisis Brand Activation Pameran Hompimpa Alaium Gambreng terhadap Brand Awareness Klub Merby. AMARASI: JURNAL DESAIN KOMUNIKASI VISUAL, 6(1), 14-25.
Simbolon, F. P., & SE, M. (2017). Brand Activation: Pengertian, Manfaat, dan Contohnya. Sbm. binus. ac. id.( https://sbm. binus. ac. id/2017/07/03/bran d-activation-pengertian-manfaat-dancontohnya/, diakses pada 25 Desember 2018).
Sutiyono, R., & Hadibrata, B. (2020). The Effect Of Prices, Brand Images, And After Sales Service Reinforced Bar Steel Products On Consumer Purchasing Decisions Of PT. Krakatau Wajatama Osaka Steel Marketing. Dinasti International Journal of Education Management And Social Science, 1(6), 947-967.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Sharon Astrid Valentina Imanuella Linanto, Mohamad Alppy Valdez
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
