Efektivitas Konten Instagram dalam Membangun Brand Awareness pada Somethinc
Abstract
Abstract. This research makes @somethincofficial’s Instagram content become an interesting thing to discuss, which is a local brand startup company that has successfully entered Indonesia's top 50 local brands. This study aims to be able to see the effectiveness of Instagram content in helping to build brand awareness on @somethincofficial. The concept of this research uses three aspects of content marketing (quality of content, user experience, and frequency of visit) and brand awareness. The method used is a quantitative approach by distributing questionnaires via google form with a population of followers of social media Instagram @somethincofficial with the criteria of living in the Jakarta Metropolitan Area with age above 15. The data was processed using SPSS to calculate through validity, reliability, simple linear regression and correlation tests. The results of this study prove that Instagram content is effective in building @somethincofficial brand awareness. Instagram @somethincofficial's business communication content can build brand awareness, Instagram users who are aware of @somethincofficial will be willing to be loyal to @somethincofficial and influence their desire to shop and even be willing to buy @somethincofficial products. The results of this study have limitations only on the object studied, followers of social media Instagram @somethincoffical in the Jakarta Metropolitan Area. Further researchers can examine content marketing and social media marketing in building brand awareness of other or similar brands in order to obtain findings of implementation benefits.
Abstrak. Penelitian ini menjadikan konten Instagram @somethincofficial sebagai hal yang menarik untuk dibahas, yang merupakan perusahaan startup merek lokal yang telah berhasil memasuki 50 top brands lokal Indonesia. Penelitian ini memiliki tujuan untuk dapat melihat efektivitas konten Instagram dalam membantu membangun brand awareness pada @somethincofficial. Konsep penelitian ini menggunakan tiga aspek pemasaran konten (quality of content, user experience, dan frequency of visit) dan brand awareness. Metode yang digunakan yaitu pendekatan kuantitatif dengan menyebar kuesioner melalui google form dengan populasi pengikut media sosial Instagram @somethincofficial dengan kriteria tinggal di daerah JABODETABEK dengan umur diatas 15. Data diolah menggunakan SPSS untuk menghitung melalui uji validitas, uji reliabilitas, uji regresi linear sederhana dan uji korelasi. Hasil dari penelitian ini membuktikan jika konten Instagram efektif dalam membangun brand awareness @somethincofficial. Konten komunikasi bisnis Instagram @somethincofficial dapat membangun brand awareness, pengguna Instagram yang aware dengan @somethincofficial akan bersedia loyal terhadap @somethincofficial dan mempengaruhi keinginan untuk berbelanja bahkan bersedia membeli produk @somethincofficial. Hasil dari penelitian ini memiliki keterbatasan hanya pada objek yang dikaji yaitu pengikut media sosial Instagram @somethincoffical daerah JABODETABEK. Peneliti lebih lanjut dapat meneliti content marketing dan social media marketing dalam membangun brand awareness pada merek lain atau sejenis guna memperoleh temuan manfaat yang implementatif.
Keywords
Full Text:
PDFReferences
Aaker, D. A. (1991). Managing Brand Equity. Free Press.
Alhabash, S., McAlister, A. R., Lou, C., & Hagerstrom, A. (2015). From Clicks to Behaviors: The Mediating Effect of Intentions to Like, Share, and Comment on the Relationship Between Message Evaluations and Offline Behavioral Intentions. Journal of Interactive Advertising, 15(2), 82–96. https://doi.org/10.1080/15252019.2015.1071677
Atmoko, B. D. (2012). Instagram Handbook Tips Fotografi Ponsel. Media Kita.
Bernoff, J., & Li, C. (2011). Groundswell: Winning in a World Transformed by Social Technologies. In The Journal of Marketing. Harvard Business Press.
Buana, G. (2021). Produk Kecantikan Lokal Makin Bersaing. Media Indonesia. https://mediaindonesia.com/ekonomi/388842/produk-kecantikan-lokal-makin-bersaing
Desmet, P., & Hekkert, P. (2007). Framework of Product Experience. International Journal of Design, 1(1), 57–66. www.ijdesign.org/index.php/IJDesign/article/view/66/15
Grizane, T., & Jurgelane, I. (2016). Social Media Impact on Business Evaluation. Procedia Computer Science, 104(December 2016), 190–196. https://doi.org/10.1016/j.procs.2017.01.103
Gynn, A. (2019, May). 35+ Definitions of What Quality Means in Content. https://contentmarketinginstitute.com/2019/05/definitions-quality-content/
Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: Marketers’ perceptions of best practice. Journal of Research in Interactive Marketing, 8(4), 269–293. https://doi.org/10.1108/JRIM-02-2014-0013
House, C. (2018). PT. Royal Pesona Indonesia. Companies House. https://companieshouse.id/royal-pesona-indonesia
Instagram. (2020, July 23). About Us. https://business.instagram.com/
Ismalia, S. (2021). Lady Boss: Irene Ursula, Sosok di Balik “Somethinc” Skincare Lokal Yang Bikin Glowing. Fimela. https://www.fimela.com/lifestyle/read/4638984/lady-boss-irene-ursula-sosok-di-balik-somethinc-skincare-lokal-yang-bikin-glowing
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
Katadata. (2020, October 13). Top 50 Merek Lokal. https://katadata.co.id/merek-lokal
Keller, K. L. (2009). the Importance of Brand Awareness in Consumers’ Buying Decision and Perceived Risk Assessment. Management & Marketing, 7(1), 103–110.
Kumparan. (2020, August 15). IG Aplikasi Populer Dengan Sejarah Panjang. https://kumparan.com/berita-update/ig-aplikasi-populer-dengan-sejarah-panjang-1u0CAXQsKFm
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002
Merriam-Webster. (2020, August 31). “Social Media” Merriam-Webster.com Dictionary. https://www.merriam-webster.com/dictionary/social media?utm_campaign=sd&utm_medium=serp&utm_source=jsonld#h1
Pertiwi, D., & Gusfa, H. (2018). Pengaruh content marketing terhadap pembentukan brand awareness pada Kalbis Institute. 2, 45–57.
Phillips, K. W. (2017). Ultimate Guide to Instagram for Business.
Pinuji, M. F., & Satiri, S. (2019). Pengaruh User Generated Content Sebagai Alat Komunikasi Bisnis Terhadap Kredibilitas Informasi Website “Tokopedia.” Inter Script: Journal of Creative Communication, 1(1), 19–33. https://doi.org/10.33376/is.v1i1.347
Pulizzi, & Barrett. (2009). PRAISE FOR GET CONTENT GET CUSTOMERS. www.gregverdino.com
Pulizzi, J. (2014). More Praise for Epic Content Marketing.
Putri, A. M., & Ruliana, P. (2019). Strategi Komunikasi Bisnis Dalam Meningkatkan Kepuasan Tenant. Inter Script: Journal of Creative Communication, 1(1), 1–18. https://doi.org/10.33376/is.v1i1.346
Rahman, M. A., Mahmud, H., Saleh, S. M. A., Momo, T., & Roy, S. (2019). Effectiveness of Social Media Marketing. https://doi.org/10.13140/RG.2.2.32848.46083
Rothman, D. (2014). Lead generation for dummies. John Wiley & Sons, Inc.
Wherry, F. F., & Schor, J. B. (2016). Instagram. In The SAGE Encyclopedia of Economics and Society. SAGE Publications, Inc. https://doi.org/10.4135/9781452206905.n373
DOI: http://dx.doi.org/10.29313/.v8i1.31764
