PENGARUH KAMPANYE DIGITAL TERHADAP BRAND IMAGE PADA GENERASI Z Studi Kasus: Kampanye #DontStopYourMove melalui Akun Instagram @ultra_mym

Abstract

This research is motivated by the evolving public relations industry increasingly shifting towards digitalization, where social media plays a crucial role in public relations strategies. Digital campaigns, such as #DontStopYourMove conducted by Ultra Milk through the Instagram account @ultra_mym, are pivotal in shaping brand image, particularly among Generation Z. This study aims to assess the influence of the #DontStopYourMove campaign through the Instagram account @ultra_mym on the brand image of Ultra Milk among Generation Z. A quantitative method with a causal associative approach was employed, collecting data via questionnaires distributed using Google Forms. The population consists of Instagram users following @ultra_mym, totaling 63,407 followers as of May 4, 2024, with a sample of 100 respondents selected using purposive sampling. The analysis results show that the #DontStopYourMove campaign significantly impacts Ultra Milk's brand image, with a very strong relationship between the digital campaign and brand image. The campaign influenced the brand image by 86.4%, while the remainder was affected by other factors such as offline advertisements, product promotions, and price promotions. These findings demonstrate that dimensions of digital campaigns, like exposure, engagement, influence, and action, significantly influence brand image, making #DontStopYourMove effective in enhancing Ultra Milk's positive image among Generation Z.