Pengaruh Media Sosial Instagram untuk Meningkatkan Brand Awareness melalui Customer Engagement pada Pane Orchid Garden

Abstract

The rapid development of digital technology, especially social media, has changed the marketing landscape. This study aims to analyze the influence of Instagram social media on brand awareness and customer engagement at Pane Orchid Garden. The method used is a survey with purposive sampling, as well as descriptive analysis and SEM-PLS. The results of the study indicate that the level of brand awareness of Pane Orchid Garden is still relatively low. However, the use of Instagram social media significantly increases brand awareness. In addition, there is a strong positive relationship between Instagram usage and customer engagement. These results indicate that increased activity on Instagram can increase customer interaction with the brand, which ultimately has a positive impact on brand awareness. This study also reveals the indirect influence of Instagram on brand awareness through increased customer engagement. These findings indicate that marketing strategies that optimally utilize Instagram can be an effective tool for increasing brand visibility and building stronger relationships with customers