THE INFLUENCE OF SOCIAL MEDIA INSTAGRAM CONTENT ON BRAND AWARENESS OF AGRI-CULTURED PRODUCTS : THE MEDIATION EFFECTS OF GREEN BRAND IMAGE

• Main Author: Almuricha, Raditya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67055
• Institution: Institut Teknologi Bandung

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