Efektivitas Media Sosial Instagram dalam Pembentukan Brand Equity Your Tea

Abstract

Media sosial menjadi sarana penting bagi UMKM dalam memperkenalkan merek, salah satunya melalui platform Instagram. UMKM Your Tea yang memproduksi dan memasarkan minuman teh, memanfaatkan Instagram untuk mempromosikan produknya dan membentuk brand equity. Penelitian ini bertujuan untuk mengkaji efektivitas promosi melalui Instagram dalam membentuk brand equity serta menganalisis pengaruh karakteristik konsumen dan pesan promosi terhadap brand equity. Metode yang digunakan adalah kuantitatif dengan dukungan data kualitatif. Data diperoleh melalui kuesioner terhadap 100 responden dan wawancara mendalam dengan pihak manajemen Your Tea. Data dianalisis menggunakan metode SEM-PLS. Hasil menunjukkan bahwa karakteristik pesan promosi, yaitu daya tarik, pemahaman, penerimaan, keterlibatan diri, dan persuasi berpengaruh signifikan terhadap seluruh elemen brand equity yaitu, brand awareness, brand association, perceived quality dan brand loyalty. Karakteristik konsumen hanya berpengaruh terhadap perceived quality. Penelitian ini merekomendasikan pentingnya penyusunan konten promosi yang menarik, informatif, dan relevan agar mampu membangun brand equity yang kuat di media digital.

Social media has become an important tool for MSMEs in introducing their brands, one of which is through the Instagram platform. Your Tea, an MSME that produces and markets tea drinks, utilizes Instagram to promote its products and build brand equity. This study aims to examine the effectiveness of promotions through Instagram in building brand equity and to analyze the influence of consumer characteristics and promotional messages on brand equity. The method used is quantitative with qualitative data support. Data was collected through a questionnaire administered to 100 respondents and in-depth interviews with Your Tea management. Data was analyzed using the SEM-PLS method. The results indicate that promotional message characteristics, namely appeal, understanding, acceptance, self involvement, and persuasion, significantly influence all elements of brand equity, namely brand awareness, brand association, perceived quality, and brand loyalty. Consumer characteristics only influence perceived quality. This study recommends the importance of creating promotional content that is attractive, informative, and relevant to build strong brand equity in digital media.