RELATIONSHIP OF USING CELEBRITY ENDORSEMENT AND INSTAGRAM ADS FEATURE TOWARDS BRAND AWARENESS AND PURCHASE INTENTION IN BANDUNG COFFEE INDUSTRY

• Main Author: Izha Mahendra, Aditya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/48882
• Institution: Institut Teknologi Bandung

The growth of the coffee industry in Indonesia has caused competition between companies in the coffee industry. Consumers prefer to buy products that they are familiar with, therefore companies need to have a good brand awareness in order to survive in the existing competition. This is because brand awareness is the ability of consumers to recognize or remember a brand, including names, images, logos, and also certain slogans that have been used by a brand in promoting their products. One place to increase brand awareness is Instagram social media, based on the initial research there are two advertisements on Instagram that affect the brand awareness and that will make consumers want to buy a brand or product, it is called celebrity endorsement, and Instagram ads. Where these two advertisements are still not much explored in the coffee industry and will help companies to understand the relationship occur. This research uses a quantitative approach and involve 120 respondents. The data obtained is processed using multiple linear regression analysis and simple linear regression analysis. The results of data processed show Celebrity endorsement and Instagram ads affect brand awareness simultaneously and also partially, where Instagram ads have the most impact on brand awareness followed by celebrity endorsements. And brand awareness has a significant influence on purchase intentions. Companies engaged in the coffee industry can use Instagram ads to increase brand awareness and followed by celebrity endorsements. That way, the brand awareness generated will also influence purchase intentions in the coffee industry.