The Influence of @eminacosmetics Instagram Marketing Communications in Building Brand Awareness
DOI:
https://doi.org/10.35457/translitera.v15i1.5256Keywords:
Marketing Communication, Brand Awareness, Instagram, S-O-R Theory, EminaAbstract
Emina uses social media marketing tools in the form of Instagram @eminacosmetics as an effort to build brand awareness of the Emina brand to face competition in the beauty industry. This study aims to determine how much influence Emina's marketing communications have on brand awareness through the use of Instagram @eminacosmetics using the SOR theory. This research method uses quantitative causal association, and the number of respondents is 40 members of the Drupadi Dance Studio. The results of the study are a positive and significant influence, with a significance value of 0.002 <0.05 and t count 3.397> t table 2.024. The regression value of 0.365 means that the activity of increasing Emina's marketing communications has led to an increase in Emina's brand awareness.
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