Open Access
Computer & Communication Science
Abstract
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.
Article Details
How to Cite
Citation FormatLinanto, S. A. V. I., & Valdez, M. A. (2025). Pengaruh Retail Activation Aura Kasih Terhadap Brand Image Sampoerna Kayoe pada Instagram @sampoernakayoe. Jurnal JTIK (Jurnal Teknologi Informasi Dan Komunikasi), 9(4), 1503-1512. https://doi.org/10.35870/jtik.v9i4.4180
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Copyright (c) 2025 Sharon Astrid Valentina Imanuella Linanto, Mohamad Alppy Valdez
This work is licensed under a Creative Commons Attribution 4.0 International License.
This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.
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