THE INFLUENCE OF SOCIAL MEDIA INSTAGRAM CONTENT ON BRAND AWARENESS OF AGRI-CULTURED PRODUCTS : THE MEDIATION EFFECTS OF GREEN BRAND IMAGE
Agriculture is one of the largest resources in Indonesia. The problem in the agricultural industry today is lack of awareness of farmers about the health of post-harvest technology because many still use chemicals in their treatment. AGRI-Cultured is a start-up that aims to overcome agricultural...
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Format: | Final Project |
Language: | Indonesia |
Online Access: | https://digilib.itb.ac.id/gdl/view/67055 |
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Institution: | Institut Teknologi Bandung |
Language: | Indonesia |
Summary: | Agriculture is one of the largest resources in Indonesia. The problem in the agricultural
industry today is lack of awareness of farmers about the health of post-harvest technology
because many still use chemicals in their treatment. AGRI-Cultured is a start-up that aims
to overcome agricultural difficulties in Indonesia. Branding is the main aspect to attract
consumers through the perception of the company's image. Green Brand Image aims to
create a sustainable image to achieve green claims. To improve branding and green brand
image for AGRI-Cultured, Social Media has become a common communication method
used as a platform or mass media for marketing. Nowadays, Instagram is a popular
platform for product promotion. This study aims to determine the marketing strategy on
Instagram social media and its effect on brand awareness. This research is a quantitative
research with a survey method using an online questionnaire. There are 502 respondents
in this study. The researcher used a Likert scale to measure the respondents' answers,
which was then tested using the PLS-SEM program and the PLS-SEM test to test the
magnitude of the effect of the variable. Based on the results of the study, the t table value
is 1.96, the test results of the influence of social media on green marketing are t count =
7.547, the test results for the effect on brand awareness are t count = 15,212, and the test
results for the effect of green brand image on brand awareness are t count 5.059 which
means that these three hypothesis tests prove that there is a positive influence that occurs.
The conclusion is that Instagram social media content has a positive effect on brand
awareness of AGRI-Cultured products. Through the creation of similar and related
content, it can increase the green brand image and brand awareness of AGRI-Cultured
products.
Keywords: Social Media, Brand Awareness, Green Brand Image
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