Brand Awareness of @youtubemusic Instagram Followers Towards Youtube Music

Abstract

Youtube Music is one of the popular music streaming platform brands available globally. This platform is a product owned by Youtube, an American social media brand, which is now owned by Google. Researchers are interested in examining the level of brand awareness of Youtube Music, because this brand communicates about its brand through their Instagram account @youtubemusic, by utilizing the Marketing Public Relations (MPR) function. The various brand elements it communicates consist of Brand Name, URL (Website), Logo & symbol, and also Packaging. This study aims to measure the level of brand awareness of @youtubemusic Instagram followers of the four brand elements. This research uses quantitative research with an online survey method. Data collection was carried out by distributing questionnaires to 400 respondents with purposive sampling technique. The results of this study indicate that the level of brand awareness of Instagram followers @youtubemusic towards Youtube Music, lies at the Top Of Mind level, which is the highest level of brand awareness.