The Influence of Social Media Marketing Instagram towards Brand Awareness, Brand Image, and Brand Loyalty of @Somethincofficial

Abstract

After China and India, Indonesia has the third greatest number of internet users in Asia. Because of the large number of internet users in Indonesia and the extensive usage of social media in the country, one of them is Instagram. Understanding the factors that influence brand awareness, brand image, and brand loyalty on social media marketing, Instagram is a tremendous chance for business owners who want to strengthen their brands in the eyes of their customers. This study intends to develop measurement materials to assess the impact of Instagram marketing on brand awareness, image, and loyalty in one of Indonesia's leading skincare brands, "Somethinc." Entertainment, Interaction, Trendiness, Advertisement, and Customization are the sub-dimensions that will be employed in this study. The information for this study was gathered by sending out online surveys to Instagram users who follow the Somethinc social media account (@somethincofficial). This study employed SPSS software to examine the validity and reliability of 30 Indonesian respondents. The findings of this investigation show that all measurement materials are valid and reliable and can be used for further research.