OPTIMALISASI DAN EFEKTIVITAS DIGITAL MARKETING MELALUI BERIKLAN DI INSTAGRAM YANG DIPENGARUH CITRA MEREK, KESADARAN MEREK TERHADAP NIAT BELI

Abstract

In this 4.0 era, many social media and digital technologies have emerged which have sufficiently influenced and changed the perspective of competition for companies that have recognized the use of social media platforms for business purposes and for profit. This study aims to determine how optimal and effective advertising on Instagram Ads is which is influenced by brand awareness, brand image and purchase intention. The type of research used is a quantitative approach. Sampling in this study using a survey method taken as many as 115 respondents who are active users of Instagram. In analyzing the data in this study using SmartPLS. The results of this study are advertising on Instagram Ads has a significant effect on brand image, advertising on Instagram Ads has a significant effect on brand awareness, and advertising on Instagram Ads has no effect on purchase intention.