PENGARUH KOMUNIKASI MEREK FOOM MELALUI INSTAGRAM TERHADAP BRAND TRUST

Fachri, Zahra (2026) PENGARUH KOMUNIKASI MEREK FOOM MELALUI INSTAGRAM TERHADAP BRAND TRUST. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

This study aims to determine the effect of FOOM’s brand communication through Instagram social media on brand trust. The background of this research is based on the importance of social media as a brand communocation medium for building consumer trust in the digital era. This study utilizes a quantitative approach with a casual research design. The research population consists of followers of FOOM’s official instagram account (@foom_id), with a sample size of 160 respondents selected based on specific criteria. Data was collected through questionnaire distribution using a Likert scale and analyzed through validity tests, reliability tests, classic assumption tests, and simple linear regression analysis using SPSS software. The findings indicate that the research instrument met the validity and reliability requirements, while the data were normally distributed and free from heteroscedasticity, making them suitable for regression analysis. The hypothesis testing results reveal that FOOM’s brand communication through Instagram has a positive and significant influence on brand trust. These findings suggest that consistent brand communication through informative content, active user engagement, and an appropriate posting frequency can enhance consumers trust in the FOOM brand. Therefore, brand communication through Instagram plays an important role in building and maintaining brand trust among FOOM’s social media followers.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Brand Communication, Instagram, Brand Trust, Social Media
Subjects:	Marketing Management (Manajemen Pemasaran) > Branding (Marketing) Marketing Management (Manajemen Pemasaran) Marketing Management (Manajemen Pemasaran) > Digital Marketing (Pemasaran Digital) Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial
Depositing User:	Zahra Fachri
Date Deposited:	22 Sep 2026 03:49
Last Modified:	22 Sep 2026 03:49
URI:	https://repository.bakrie.ac.id/id/eprint/15039

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