CHAPTER 1

INTRODUCTION

1.1. Background of research

In the digital era like today, people have been facilitated by Artificial Intelligence's
interference in their work-life or daily life. They can find Artificial Intelligence (AI)
anywhere, from health, economy, media to government. According to the father of
Artificial Intelligence, John McCarthy, Artificial Intelligence is "The science and
engineering of making intelligent machines, especially intelligent computer programs."
Artificial Intelligence (AI) aims to make the computer carry out an order, which humans
can do. AI technology has many advantages that can make it easier for humans to carry out
a job. The role of AI has experienced rapid development. In Indonesia, AI technology is
developed by all technology-based startups that offer convenience for people to meet their
daily needs. AI, which has grown over the years, has made many significant changes,
especially in the industrial sector. Generally, people believe that AI is a solution to
problem-solving. Its ability characterizes AI as a system that translates needs, so the end is
that this technology can achieve the best goals. The faster the flow of work, the more
humans need AI assistance as a technological solution. AI provides excellent benefits in
solving problems through complex algorithms from mathematics, computer science, and
more. At present, AI can also be used in marketing by utilizing artificial intelligence
concepts and models such as machine learning which are useful for anticipating the
movement of target markets to achieve marketing goals.
As a form of support for realizing Indonesia's progress to be more technology
literate, Widya Robotics, which is part of PT Widya Inovasi Indonesia, offers a line-up of
innovative products and services powered by artificial intelligence, automation, and
robotics technology to help their clients achieve their business goals. Widya Robotics is an
Information Technology and Service Industry that focuses on research and development of
Artificial Intelligence and Internet of Things products. Widya Robotics was founded in
2018, with the head office located in Sleman, Special Region of Yogyakarta. Widya
Robotics specializes in Research, Product Development, Technology, Engineering, and
Science. Widya Robotics has develops personal assistant robots for consumer applications.
The services provide by Widya Robotics are Vision Intelligence (VI), Customized AI
Training, and Construction Solutions. Vision Intelligence is a service that helps analytics-
 driven organizations by applying machine and deep learning algorithms to streamline
operations, reduce costs, and reasonably achieve better performance. Customized AI
Training is a service that assists in identifying pin points and train the algorithm that will
solve the problems. Widya Robotics can qualify it to anything, such as detect animals,
vehicles, plants, and stuff. At the same time, Construction Solutions is a service that offers
a full range of technology services in the construction industry to guide you during this
digital era, such as planning, developing, implementing, and evaluating new and innovative
technologies for businesses. Widya Robotics has innovated its product so it can help the
technology ecosystem in Indonesia. To increase public awareness about Artificial
Intelligence's role in today's digital era, Widya Robotics uses one of its social media
platforms, namely Instagram, with the username @widyarobotics in marketing its products,
which is a form of development of Artificial Intelligence. Social media marketing has
become essential in today's marketing world, and companies must understand its work. In a
fast-changing world, a company needs to adapt and innovate to the new trends that are now
outperforming the traditional ways of marketing. Especially in a market with many
competitors, a company needs to be up to date regarding its marketing actions and online
appearance.
In this thesis, the social media platform Instagram will be analyzed as a marketing
tool. Instagram is one of the most rapidly growing social media platforms, as it allows for
users, including businesses, to showcase what they are all about via a visual story. There
are over 400 million active users on Instagram across the globe, and of those users, 60% are
involved daily. Instagram's platform seems pretty straightforward, but it is essential to
utilize every feature offered to get the full impact with some marketing efforts. Consumers
trust what they see on Instagram if it is done in the right way. This is the essential part of
becoming an established, well-known brand. Instagram helps businesses build their brand
and allows consumers to purchase. This thesis includes an outlook on how important social
media is becoming, especially the role of Instagram. The purpose of the thesis is to develop
an Instagram marketing strategy that makes brand-awareness for the case company Widya
Robotics. Therefore, some necessary information about becoming a strong brand and how
to create a marketing strategy will be given.

1.2. Objectives of research

 This research's primary objective analyzed the various tools used by Widya
Robotics Instagram account in the last quarter of 2020 and creating strategies to increase
brand awareness through Instagram marketing for Widya Robotics when implementing
new marketing strategies.

Based on the purposes that have been set in this research, the specific objectives of
the research are as follows:

1. How can Widya Robotics increase its brand awareness on Instagram?

2. Are there any current trends or issues in doing Instagram marketing?
3. How can different Instagram tools be used effectively?

The main question in this final project report is how the different Instagram tools
work and how they can be applied to create brand awareness, and the final result of this
final project is about the Instagram marketing strategy for Widya Robotics company. This
strategy includes information about how Widya Robotika's Instagram's current marketing
strategy is and how Widya Robotics can improve it, and what actions should be added to
the current system. Therefore, during this research, the writer explained various concepts to
understand how the Instagram marketing strategy works.

1.3. Scope and limitation of research

Branding of a product or company is essential to gain more consumers and attain a

higher brand awareness level. The focus of this research is the use of Instagram marketing
to increase brand awareness. The writer collected the analysis from the internal websites,
database, research papers, and research material. The data employed in the analysis were
those obtained from Juli 1st - August 31st, 2020. The geographic scope of the report is
limited within the Indonesian market. The limitation of this theses are as follows:
1. The respondents are restrained to a certain level so that the research result should not
be biased.
2. This research is conducted for a limited field on the industry, namely the Artificial
Intelligence industry.
3. This research is also limited to the scope of marketing with social media based.
4. In conducting this research, the writer realized that the data might not fully represent
the actual condition. It is challenging to acquire data from very diverse yet large
samples to describe the population fully.
5. The time and resource constraints also limited the writer in acquiring more samples to
 be included in this research research that can provide more accuracy and
representativeness of the targeted population.
1.4. Significance of research

This research has significance of research to reflect the reasons this research should
be published. The results of this research on the use of social media marketing in increasing
brand awareness (research case: Widya Robotics) will be a great benefit to the following
parties:

1. Vocational College
This research will sharpen the research material of vocational education to be more
practical and implementable in daily life. Moreover, this research will foster new ways
of enhancing knowledge, skills, and attitude, thus preparing the vocational students to
maximazing their marketing skill by analyzing the use of instagram as a social media
marketing tools in increasing brand awareness.
2. Researcher
This research will provide researcher information on the use of Instagram as a social
media marketing tools in increasing brand awareness. Data gathered will also help the
researcher to improve their knowledge both academic and practical knowledge so that
in their future careers, they can apply ways in analysing the use of instagram as a social
media marketing tools in increasing brand awareness
3. Widya Robotics
This research will improve Wosya Robotics marketing strategy in increasing their
bramd awareness through social media instagram. Data obtained will provide the
company with information on the use of Instagram as a social media marketing tools in
increasing their brand awareness. The result of this research is to identify the
effectiveness of Instagram as a social media marketing. Then, Widya Robotics can
make a new formula to implement it in increasing their brand awareness. The results
will enable the company to develop its marketing strategies and the performances of its
official Instagram in the effort to contribute positively to its reputation and brand
image.
4. Entrepreneurs
The findings of this research will provide insights for entrepreneurs in maximizing their
marketing strategies. Moreover, entrepreneurs can also consider the urgency of using
social media Instagram.
1.5. Literature review

According to the results of previous studies, the role of social media marketing
marketing affects the awareness of social media users on company brands (Tarigan &
Tritama, 2016). There is also research that states that social media marketing positively
influence consumer mindset and brand evaluation where brand awareness is included in the
brand evaluation section (Schivinski, 2013). In another previous research, the results of the
research showed that the marketing technique using social media Instagram proved the
most successful calculation seen from the number of accepting followers, wider recognition
of them through word of mouth, and increasing sales (Ha, 2015). This is in line with the
writer’s hypothesis of research that Instagram is a good tool for marketing the brand. In
order to be efficient with Instagram marketing, companies require a well thought through
strategy. Because Instagram is attractive, the market is highly competitive, and the
company needs to stand out against its competitors and outperform them. The company can
communicate easily and quite personally with the consumers. Communication, interaction,
and engagement are the most important factors to success. The company needs to find a
way to create traffic on its profile in order to be recognized as a likable and well-known
brand.
 CHAPTER II
METHODS

2.1. Theoretical Framework

2.1.1. Social Media Marketing

Social media is a great part of a coordinated marketing channel that its platforms
included online journals, microblogs, email, and social systems administration sites gives
numerous advantages to the two marketers and consumers to accomplish marketing
correspondence and branding social objectives (Kaur, 2016; Smith, 2014). Social media has
turned into an elective specialized instrument supporting existing relationships and
exercises happily that can enhance the clients' involvement. (Kim and Ko, 2010). Social
media marketing is the marketing strategies that smart businesses are employing in order to
be a part of a network of people online. (Williams, 2009). Social media marketing
empowered brands or people to advance their websites, items or services through the social
media platform and connect with a bigger client network. The type of advancing is through
checking on the substance or finding a helpful substance and advancing it inside the social
media. The endeavors underlined all things considered rather than individualized as in
conventional marketing channels (Weinberg, 2009). According to the results of previous
studies, the role of social media marketing marketing affects the awareness of social media
users on company brands (Tarigan & Tritama, 2016). There is also research that states that
social media marketing positively influence consumer mindset and brand evaluation where
brand awareness is included in the brand evaluation section (Schivinski, 2013). In another
previous research, the results of the research showed that the marketing technique using
social media Instagram proved the most successful calculation seen from the number of
accepting followers, wider recognition of them through word of mouth, and increasing
sales (Ha, 2015). Mostly, social media marketing expand brand awareness by extending the
online presence of products and services (Red Bridge Marketing 2008). This is in line with
the writer’s hypothesis of research that Instagram is a good tool for marketing the brand. In
order to be efficient with Instagram marketing, companies require a well thought through
strategy. Because Instagram is attractive, the market is highly competitive, and the
company needs to stand out against its competitors and outperform them. The company can
communicate easily and quite personally with the consumers. Communication, interaction,
and engagement are the most important factors to success. The company needs to find a
way to create traffic on its profile in order to be recognized as a likable and well-known
brand.

2.1.2. Brand Awareness

Brand awareness refers to the level of consumer recognition, acceptance, and
recall of a brand in any case (Percy and Rossiter, 1992; Perreault et al., 2013: 199).
According to Aaker (1991:61) brand awareness is “the ability of a potential buyer to
recognize or recall that a brand is a member of a certain product category”. Keller
(2009) has stated that brand awareness is about track or crowd power in consumers’
memories that reflect consumers' ability to remember or recognize a brand in
different conditions. Brand awareness reduces the time and risk that consumers will
spend searching for the product that they will buy (Verbeke et al., 2005: 7). In this
respect, consumers are expected to choose the brand that they have information.
Aaker (1996: 10-16) has stated that brand awareness consists of four levels: unaware
of a brand, brand recognition, brand recall, and top of the mind brand. Unaware of
brand is the lowest level in the brand awareness pyramid where the audience does
not recognize the brand mentioned at all even though with the help of tools, such as
showing pictures or mentioning the brand name. Brand recognition is associated
with brand familiarity of the consumer while brand recall is the thinking the brand at
first when a range of product is introduced (Farjam and Hongyi, 2015). Being a
brand that comes to mind at first refers to becoming the most aware of brand in
product category. The top of mind refers to the level at which the brand replaces the
product category (Aaker, 1996: 15).
 Figure 2.1. Pyramid of Brand Awareness
(Source: David Aaker (1997:22))

2.2. Research Design

2.2.1. Research Methodology
The writer uses a quantitative methodology for this research. Quantitative
research is a form of research that relies on the methods of natural sciences, which
produces numerical data and hard facts. It aims at  establishing cause and effect
relationship between two variables by using mathematical, computational and
statistical methods. The research is also known as empirical research as it can be
accurately and precisely measured. The  data collected by the researcher can be
divided into categories or put into rank, or it can be measured in terms of units of
measurement. Graphs and tables of raw  data can be constructed with the
help quantitative research, making it easier for the researcher to analyse the results.
(Allen, M. (2017)). Furthermore, the writer uses a quantitative correlational research
design for this research. According to Anderson and Arsenault, correlation research
is “one way of describing in quantitative terms the degree to which the variables are
related”. The purpose of correlative research is to compares two variables and finds
the relationship between them, and also investigate the existence and the degree of a
relationship between two or more quantitative variables. If two variables are highly
related, scores on one variable can be used to predict scores on the other variable.

2.2.2. Research Flowchart

The flowchart of planned methodology starts with the brain storming idea
and literature review for the research topic and research problem. It was started on
mid of March 2021 until the mid of April. Then, the writer started composing the
research questions as well as considering the methodology that will be used in the
research which is quantitative approach with correlational research design. After
that, on mid of April until Mei 2021, the writer started designing the questionnaire as
the research instrument using Google Form. The questionnaire will be distributed to
the sample of respondents on 20th - 30th June 2021, which approximately around 10
days. After collecting and exporting the data from the participants through
the questionnaire, the writer will start analyzing the data on 30th June until 30th July
 2021. The writing for this research will be written approximately on 1st of
August until 25th of August 2021.

Research topic and Composing the research

Research problem questions & determine the Designing the
brainstorming & literature research methodology questionnaire
review

(15th – 30th March 2021) (15th April – 15th Mei 2021)

(30th March – 15th April 2021)
Distributing the
Research Writing 2.2.3. Data Analyzing questionnaire

(1st – 25th August 2021) (1st – 30th July 2021) (20th – 30th June 2021)

Variables
Variable is everything that is chosen by researcher to be learnt to get
information about it, then drawn a conclusion (Sugiono, 2010). Variable are divided
into two kinds, variable independent (X) and variable dependent (Y). The writer
chooses a correlational research design for the research because the writer wants to
know the relationship between social media marketing especially in Instagram, and
the Widya Robotics brand awareness. Whether the social media marketing especially
in instagram has an impact on Widya Robotics brand awareness. Therefore,
correlation research design is considered to be the most suitable research design for
this research because it seeks to relate two or more variables to see if they influence
each other. This type of research is designed to find out the correlation between the
social media marketing as the independent variable (X) and Widya Robotics brand
awareness as the dependent variable (Y) using quantitative survey. Through this
research design, the writer can find out the impact of social media marketing
(Instagram) on Widya Robotics brand awareness.

2.2.4. The Population and Sampling of the research

a. Population
Population is all units or individual in the scope that will be analyzed. It
is divided into target population and sampling population. Target population is
all individual in the area/place/time that is suitable for the purpose of research.
Sampling population is all individuals which will be unit of analysis in the
 population that is appropriate to be taken as the research sample with the sample
framework (Sugiarto, 2001). The population in this research were Widya
Robotics’s Instagram followers (@widyarobotics) which amounts to 13.600
followers. The targeted population is the followers of the Widya Robotics
Instagram account who have the following criteria; 18-35 years old, female/male,
and active in the use of social media. Then for the accessible target, the authors
choose the population part of the targeted population that can be reached by
researchers, in terms of place and time.
b. Sampling Technique
Sample is part of population which is supposed to represent the
characteristics of the population. Sample is taken from part population, but not
all. The part of population is observed is called as a sample (Sugiarto, 2001). In
this research, it is impossible for all populations to be studied by the author, this
is due to several factors, such as limited costs, and time available. Thus,
researchers are allowed to take part of the specified population object, provided
that the part that is taken represents other parts that are not studied. In order to
make it easier to conduct research, a useful research sample is needed when the
population under research is large. In determining the number of samples, the
researcher will use purposive sampling method and will use the Slovin formula
technique:

Based on these calculations, the minimum sample size in this research

was determined to be e = 0.1 (90% confidence level) and the minimum sample
size (n) was 99 (rounded from 99.27).

Notes:
 n: Sample Size
N: Population Size 1: Constants
e: Error tolerance

2.3. Research Instrument/Protocol

2.3.1. Questionnaire
A questionnaire is a number of written questions, which are used to gain
information from the respondent directly and indirectly (Arikunto, S. 2006). The
questionnaire in this research is divided into two sections. They are open-ended
question and closed-ended question.
a. Open-Ended Question
Open question is that enables the respondent to answer the question freely
according to their interpretation and opinion related to how people see and think
about the uploaded content and the marketing strategies formed on the Widya
Robotics Instagram account (@widyarobotics). In this section, mostly the
answers are multiple choices and short answers. 
b. Closed-Ended Question
Closed question is that enables the respondent not given any probability
to give long answer in his way of explanation, because the researcher has
determined the answer of the question and the respondent only has to choose the
available options (Arikunto, S. 2006). This section focuses on the Widya
Robotics brand awareness. There are some scales of questionnaire. The
researcher uses a Likert scale with 5 alternative answers, namely SS: strongly
agree (5), S: Agree (4), CS: quite agree (3), TS: disagree (2), STS: strongly
disagree (1).

Both questionnaire distributed online using google form, and the link from
the google form will be sent through the direct message feature on Instagram to a
predetermined number of samples.

2.4. Methods of Data Analysis

Data analysis is the last step in the procedure of research. In order to find out
whether or not there is a significant correlation between social media marketing and the
Widya Robotics brand awareness, the data were analyzed statistically. In analyzing the data,
the writer used the Pearson (r) Product-Moment Correlation technique and the writer used
SPSS 25.0 for windows to measure, calculate and analyze the data gained from those
variables.

2.4.1. Validity
Validity is a measurement that shows the levels of validity of instrument. It is
a condition in which a test can measure what is supposed to be measured. The valid
instrument has the high level of validity. It means that an valid instrument can
measure the object which is researched. The validity of an item can be known by
doing item analysis. The writer will counts the validity using product-moment
correlation formula.

Description:
rpbi : point biserial correlation coefficient
Mp : the mean scores of subjects who correctly searched items correlation with the
test.
Mt : the average score of the total score.
SDt : standard deviation of the total score.
P : the proportion of subjects who answered right against the grain of the item
being tested for validity item.
q : the proportion of subjects who answered wrong of the items of the item being
tested for validity item.
Calculating result of rpbi is compared with score rtable by 5% degree of
significant. If rcount > rtable test items of question is valid (Sudijono, A. 2012).

2.4.2. Reability
Brown says that reliability has to do with accuracy of measurement. This
kind of accuracy was reflected in obtaining the similar results when
measurement was repeated on different occasion or with different instruments or
by different person. The characteristic of reliability was sometimes termed
consistency (Brown, p.19). To obtained reliability of the test, the writer used
SPSS 25.0 for windows by seeing the value of Cronbach Alpha. The following
table is the level of reliability.

Cronbach Alpha Internal Consistency

Very Highly Reliable

>0.90

Highly Reliable
0.80 – 0.90

Reliable
0.70 – 0.79

Marginally/Minimallu Reliable
0.60 – 0.69

Unacceptably Low Reliability

< 0.60

The obtain the reliability of the test given, the writer used the SPSS 25.0
to find out whether the test is reliable or not.
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