The Influence of Instagram on Purchasing Decisions through Brand Awareness (a Study at Hive &amp; Honey Solo)

Nugroho, Melisa Christina; Herdinata, Christian

doi:10.18502/kss.v5i5.8835

Cited by 3 publications

(3 citation statements)

References 6 publications

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“…Pesona emosional seperti kesenangan dan kebahagiaan, jingle dan slogan, serta humor yang muncul pada semua iklan, membentuk pesona utama dari iklan tersebut. Adapun hasil penelitian dari (Nugroho & Herdinata, 2021) yang mengkaitkan antara brand awareness, sosial media marketing, dan keputusan pembelian. Studi yang dilakukan di industri makanan dan minuman ini menunjukkan media sosial menjadi perangkat yang berguna dalam mengiklankan produk/jasa untuk menarik lebih banyak konsumen.…”

Section: Perilaku Konsumenunclassified

Memanfaatkan Instagram Story dan Influencers Untuk Mencapai Brand Awareness Produk Makanan Beku “Cedea”

Medhiatika

2023

inobis

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Era pandemi Covid-19 dari tahun 2020 hingga saat ini terus saja membawa perubahan, salah satu hal yang mengalami perubahan yaitu perilaku konsumen. Kebijakan Pemerintah untuk bekerja dan belajar dari rumah menjadikan konsumen harus memutar otak untuk menyajikan makanan yang bervariasi. Hal ini turut mengubah pola konsumsi, terutama pada konsumsi produk makanan beku atau frozen food. Produk makanan beku di Indonesia cukup beragam, salah satunya merek Cedea. Cedea memiliki beragam varian produk, namun sayangnya merek ini belum menjadi yang nomor 1 untuk makanan beku yang direkomedasikan di Indonesia. Survey yang dilakukan dengan 102 responden menunjukkan hasil bahwa merek Cedea belum menjadi top of mind atau yang teratas di benak konsumen. Pemasar harus memahami tren perubahan perilaku konsumen dimana iklan dilakukan secara digital. Salah satu jejaring sosial yaitu Instagram memiliki fitur story berupa video yang bertahan selama 24 jam. Influencers juga memegang peranan penting dalam promosi digital karena dari word-of-mouth dapat mempengaruhi keputusan pembelian produk. Saran yang diberikan bagi Cedea adalah memilih influencers yang tepat, dengan jumlah pengikut yang sangat banyak sehingga exposure dari pengulangan unggahan stories pada akun Cedea maupun akun influencers dapat diterima oleh konsumen sehingga konsumen tidak hanya mengenali produk tetapi juga menjadikan Cedea sebagai top of mind atau pilihan utama untuk produk olahan makanan beku.

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Section: Perilaku Konsumenunclassified

Memanfaatkan Instagram Story dan Influencers Untuk Mencapai Brand Awareness Produk Makanan Beku “Cedea”

Medhiatika

2023

inobis

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“…What they convey can influence the behavior of their followers (Salsabila & Sampurna, 2020). Key Opinion Leaders are third parties who significantly shape purchasing decisions but may be partly responsible for them (Nugroho & Herdinata, 2021). From this definition it can be said that Key Opinion Leaders are people who have a large number of followers or an audience and they have a fairly strong influence on their followers or audience.…”

Section: Key Opinionsmentioning

confidence: 99%

The Effect of Key Opinion Leader, Instagram, and Digital Campaign through Brand Image on Brand Awareness in Evoria Products

Hasanudin

Amalia

2023

JMKSP

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Technology has brought major changes to human civilization, with almost everyone using technology in their daily lives, such as communicating through social media, shopping through e-commerce, and searching for information via the internet. This study uses the Amos Structural Equation Model method to examine the relationship between Key Opinion Leaders, Instagram, Digital Campaign, Brand Image, and Brand Awareness. The results of the study show that Key Opinion Leaders, Instagram, Digital Campaign, Brand Image, and Brand Awareness have a significant direct influence on Brand Image. With the increasing use of Key Opinion Leaders by Evoria, the company's Brand Image has also increased. The same applies to the use of Instagram and Digital Campaign, this study confirms that Brand Image has a direct and significant influence on Brand Awareness. These findings show the importance of Evoria to pay attention to and increase the use of Key Opinion Leaders, Instagram, and Digital Campaigns in an effort to build a strong Brand Image and Brand Awareness.

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“…In marketing terms, brand awareness is usually given as the level of consumer awareness of a company or a brand. Brand awareness describes the potential ability of customers to recognize and remember the brand of a particular product group, if the level of brand awareness is high, then the customer will consider buying the product (Melisa, 2021). As research conducted by Melisa and Christian, it is show that brand awareness has a significant effect on purchase decisions.…”

Section: Introductionmentioning

confidence: 99%

How Celebgram Credibility Influence Muslim Consumer’s Atitude Toward Purchase Decision?

Tantriana

Rofianto

Hermawan

2022

IJHESS

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The purpose of this study is to investigate the impact of celebgram credibility and social media advertaising to purchase intention and the mediating of consumer muslim behavior at Nadira. The study conducted is quantitative research based on a survey approach. Purposive sampling and ordinary least square regression were used as sampling techniques and data analysis. An online survey was conducted 119 muslim respondents with Nadiraa’s active Instagram followers. We analyzed the data using partial least squares structural equation modeling (PLS-SEM). The result show that Social Media Advertising and celebgram credibility has a significant effect on Purchase Decision, while Influencer Marketing has no influence on Purchase Decision The results confirmed the significance of muslim consumer behavior in predicting purchase decision. In determining the number of samples, this study refers to Ferdinand theory, which is a theory for determining the sample by multiplying the number of indicators by the number of parameters estimated 5 to 10 times with a minimum of 5 times, and the size of sample ranges from 100 to 200 with a minimum of 100 sample. In this study there are 2 independent variables, namely social media advertising (X1) consists of 4 indicators and selebgram credibility (X2) consists of 3 indicators, the dependent variable (Y) is purchase decision consists of 4 indicators, and moderating variables (Z) muslim consumer behavior consisting of 5 indicators. the calculation results, the number of samples in this study were 119 respondents.

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The Influence of Instagram on Purchasing Decisions through Brand Awareness (a Study at Hive & Honey Solo)

Cited by 3 publications

References 6 publications

Memanfaatkan Instagram Story dan Influencers Untuk Mencapai Brand Awareness Produk Makanan Beku “Cedea”

Memanfaatkan Instagram Story dan Influencers Untuk Mencapai Brand Awareness Produk Makanan Beku “Cedea”

The Effect of Key Opinion Leader, Instagram, and Digital Campaign through Brand Image on Brand Awareness in Evoria Products

How Celebgram Credibility Influence Muslim Consumer’s Atitude Toward Purchase Decision?

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