Instagram content influence on agri-cultured brand awareness: The mediation of green brand image
List of Authors
  • Raditya Almuricha , Rendra Chaerudin

Keyword
  • Social Media, Brand Awareness, Green Brand Image

Abstract
  • 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.

Reference
  • 1. MAXWELL, J. A. (1996). Qualitative Research Design: An Intractive Approach London, Applied Social
    2. Creswell, J. W. (2009). Research design: Qualitative, quantitative, and mixed method approaches. London: Sage Publications, Inc.
    3. Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2/3), 139-155.
    4. Chen, Chang. (2010). The Drivers Of Green Brand Equity: Green Brang Image, Green Satisfaction, And Green Trust. Journall Of Business Ethic, 36(4): 307-319.
    5. Kowalczyk, D. (2016). Research methodologies: Quantitative, qualitative, and mixed.
    6. BİLGİN, Y. (2018). THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY. Business & Management Studies: An International Journal, 6(1), 128-148. doi:http://dx.doi.org/10.15295/bmij.v6i1.229
    7. (BADAN PUSAT STATISTIK, 2021)
    8. (Instagram users in Indonesia - March 2022, 2022)