PENGARUH MEDIA SOSIAL INSTAGRAM TERHADAP BRAND AWARENESS PADA PT ASABI

Abstract

PT Agricon Sentra Agribisnis Indonesia (ASABI) merupakan perusahaan yang bergerak di bidang budidaya dan pemasaran sayuran hidroponik. Meskipun telah memanfaatkan Instagram sebagai media pemasaran, social media marketing belum optimal sehingga berdampak pada penurunan penjualan dan rendahnya brand awareness konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing terhadap brand awareness. Penelitian menggunakan metode analisis deskriptif, Structural Equation Modeling Partial Least Squares (SEM-PLS), serta analisis finansial R/C rasio. Hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap brand awareness dengan nilai R-square sebesar 0,574, yang artinya 57,4% variasi brand awareness dijelaskan oleh social media marketing. Strategi pemasaran digital juga meningkatkan keuntungan setelah pajak dari Rp30.087.912 menjadi Rp57.511.849 dan nilai R/C rasio dari 1,29 menjadi 1,50. Hasil tersebut menunjukkan bahwa social media marketing melalui Instagram mampu meningkatkan brand awareness dan layak diterapkan berdasarkan hasil analisis finansial.

PT Agricon Sentra Agribisnis Indonesia (ASABI) was a company engaged in the cultivation and marketing of hydroponic vegetables. Although the company had utilized Instagram as a marketing platform, its social media marketing had not been implemented optimally, which resulted in declining sales and low consumer brand awareness. This study aimed to analyze the effect of social media marketing on brand awareness. The study employed descriptive analysis, Structural Equation Modeling Partial Least Squares (SEM-PLS), and financial analysis using the R/C Ratio. The results showed that social media marketing had a positive and significant effect on brand awareness, with an R-square value of 0.574, indicating that 57,4% of the variation in brand awareness was explained by social media marketing. The digital marketing strategy also increased after tax profit from Rp30.087.912 to Rp57.511.849 and improved the R/C ratio from 1,29 to 1,50. These findings indicated that social media marketing through Instagram was able to improve brand awareness and was considered financially feasible based on the results of the financial analysis.