Efektivitas Konten Instagram dalam Membangun Brand Awareness pada Somethinc

Esti Hening Adihandaruni, Rizky Fauzi

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


Komunikasi Bisnis, Efektivitas Konten Instagram, Brand Awareness

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DOI: http://dx.doi.org/10.29313/.v8i1.31764

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