Pengaruh strategi komunikasi media sosial instagram terhadap brand equity, brand attitude, dan purchase intention

Abstract

The phenomenon of social media at this time raises a new trend in which companies or SMEs use social media both as a communication media and as a marketing media. Social media channels offer new ways for companies or SMEs with consumers to engage with each other. Various social media platforms have become a natural part of a company’s marketing communication strategy. One of them is Instagram. Instagram is one of the most popular social media in Indonesia. Instagram is a marketing tool in creating and increasing consumer awareness of a brand. Therefore, the purpose of this study was to know the influence of Instagram social media communication forms, namely firm-created content and user-generated content on brand equity, brand attitude and purchase intention on Instagram account followers of Madre (@madre_parka). The research was an explanatory study with a quantitative approach with survey method. Samples in this study were 208 respondents collected using the random sampling method with a purposive sampling technique with the follower category Instagram @ madre-parka account, ages 18-41 years and not a reseller from Madre. Using questionnaire as a main instrument in data collection using a Likert scale of 1-5 is made into the Google form. Analysis using Structural Equational Modeling with data analysis tools using AMOS. The results showed that firm-created content and user-generated content conducted by Madre had a positive and significant effect on brand equity and brand attitude, then brand equity and brand attitude had a positive and significant effect on purchase intention.