Pengaruh Customer Engagement dan Brand Awareness melalui Instagram terhadap Motivasi Konsumen Lafiye di Kota Medan

Abstract

This research is entitled “The Influence of Customer Engagement and Brand Awareness through Instagram on Consumer Motivation of Lafiye in Medan City”. The study is motivated by the growing role of digital marketing in the Muslim fashion industry, where Lafiye, an exclusive Muslim fashion brand, utilizes Instagram as its primary medium to strengthen consumer relationships. A distinctive phenomenon in this context is the war strategy, referring to the competition among consumers to secure limited restock products. The research problem focuses on how customer engagement and brand awareness built through Instagram content influence consumer motivation in evaluating and selecting Lafiye products. The study aims to examine the influence of both variables, partially and simultaneously, on consumer motivation. A quantitative approach was employed by distributing questionnaires to 100 respondents who follow the official Instagram account @lafiye and reside in Medan City. The data were analyzed using descriptive statistics, classical assumption tests, multiple linear regression, the coefficient of determination (R²), and hypothesis testing through partial (t-test) and simultaneous (F-test). The findings indicate that customer engagement through interaction, satisfaction, and participation in war plays a crucial role in shaping consumer motivation, while brand awareness through recall, recognition, and trust in product quality further reinforces motivational drivers. Overall, both variables were found to significantly influence consumer motivation, both partially and simultaneously, toward Lafiye products in Medan City.