¹Farah Afifah Lesmana, ²Sutarman

^1,2Faculty of Economics and Business, Telkom University, Bandung, Indonesia

DOI : https://doi.org/10.47191/ijsshr/v7-i12-89

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ABSTRACT:

Social media usage has been evolving since around the last 2 decades. Social media is a marketing tool that can have a huge reach that can transcend time, boundary or space. In a digital era that keeps evolving, social media has become one of the many tools utilized by companies to interact with its users and build a strong brand image. Instagram has become a platform so influential in creating perception and user preference towards a brand. This research aims to identify the impact of Instagram towards a company’s brand image, namely PT Telkom Access. This research aims to identify and analyze the influence of Content Creation, Content Sharing, Connection, and Community Building through Instagram towards PT Telkom Access’ Brand Image. Ultimately, this research also delves into the impact of Brand Image towards Purchase Intention. This research implements quantitative method, where Instagram is seen as the independent variable and brand image, purchase intention, market share, digital marketing, customer experience, and business development are seen as dependent variables. The sampling technique used is non probability sampling and the analysis method used is Structural Equation Model (SEM).

KEYWORDS:

Social Media, Instagram, Brand Image, Purchase Intention, Structural Equation Model

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Volume 07 Issue 12 December 2024