THE INFLUENCE OF HASHTAG ENGAGEMENT ON CUSTOMER BRAND AWARENESS TOWARDS INDONESIAN BEAUTY INDUSTRY

• Main Author: Priharta, Mahira
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77307
• Institution: Institut Teknologi Bandung

This essay studied how hashtag involvement affects Indonesian beauty brand awareness. Indonesia's skincare and beauty sector is growing, making local brands compete. Strong branding and brand awareness attract customers. In the current digital age, various social media and their features can boost business exposure, but choosing the wrong platform will take time and money. A quantitative survey questionnaire was utilized. SPSS performed a simple linear regression on 215 questionnaire replies while descriptively analyzing survey data. Then, hashtag participation increased brand awareness of Indonesian beauty businesses with moderate influence. The survey also found hashtags that piqued clients' interest in an Indonesian cosmetics brand. The most effective hashtags for brand recognition were English-language, original, and snappy. Indonesian beauty brand marketers can improve their social media marketing strategies by including hashtag interaction into brand awareness efforts, according to the report. The research also shows the necessity of choosing an effective hashtag that matches the brand's image to enhance visibility and influence in the purchase decision process.