THE ASSESSMENT OF INSTAGRAM EFFECTIVENESS AS MARKETING TOOLS ON INDONESIA FASHION LOCAL BRAND

Abstract

Fashion local brands are brands of fashion clothing local to a particular country, manufactured and produced locally, including the ones in Indonesia. Fashion is always developing and creating the latest trend in which is a big potential for local fashion brands to take this opportunity because consumers are becoming more selective when it comes to selecting superior, long-lasting, and practical products. In Indonesia, the Fashion Industry is one of the subs that contribute to the creative industry, accounted for 28.29% of the whole creative industry, and ranked 9th in the Global Revenue Ranking. In addition, the current pandemic condition has pushed many brands to close retail stores and switched to almost entirely digital operations. Among many social media platforms used by brands, Instagram has been identified as the most efficient tool for reaching out to customers and marketing a business. However, the way local fashion brands use Instagram as a marketing tool has not always been effective. This research aims to assess the effectiveness factors of Instagram in local fashion brands that have a high engagement in purpose to make them as the benchmarks about the content strategy in building high online engagement that makes Instagram as a marketing tool effective. The data was collected through Instagram analytics software, HypeAuditor, and Analisa.io towards a total of 50 Instagram account fashion local brands with a high number of engagements according to HypeAuditor Instagram Engagement Rate Calculator. The data analysis is processed using Microsoft Excel and Smart PLS. The result shows that all independent variables have a positive relationship to online engagement and the effective factors for local fashion brand Instagram accounts are Entertainment, Tag, Weekdays, and Peak hours factors. The brand could utilize posting feeds containing entertainment and information content while also posting it during peak hours and weekdays.