Pengaruh Konten Instagram dan Influencer Marketing Terhadap Brand Image BRAWIUM Indonesia
The Influence of Instagram Content and Influencer Marketing on Brand Image of BRAWIUM Indonesia
DOI:
https://doi.org/10.59896/gara.v20i3.761Keywords:
Instagram content, influencer marketing, brand image, social media, digital marketingAbstract
This research aims to analyse the influence of Instagram content and influencer marketing on the brand image of BRAWIUM Indonesia, a premium kitchenware brand under PT BRAWO Life Bali. This research uses a quantitative method with data collection techniques in the form of surveys. The sample size of 100 respondents was calculated using the Slovin formula. Data collection was carried out through the distribution of questionnaires, and the results were analysed using multiple linear regression techniques with the help of SPSS. The research results show that Instagram content has a positive and significant effect on brand image (t_count 6.482 > t_table 1.984), as does influencer marketing (t_count 5.679 > t_table 1.984). Furthermore, both variables simultaneously have a significant effect on brand image with an F_count of 193.199 > F_table 3.09 and a coefficient of determination (R²) of 0.803, which means 80.3% of the variation in brand image is explained by Instagram content and influencer marketing, while the remaining variation is explained by other variables outside this study
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