Inovasi Digital Dalam Promosi Media Sosial Melalui Fitur Kolaborasi Instagram @nyaimercon

Paramita Winny Hapsari; Dinda Shafira; Iqra Ardini; Muhammad Syukri

doi:10.33751/jpsik.v8i2.11126

Inovasi Digital Dalam Promosi Media Sosial Melalui Fitur Kolaborasi Instagram @nyaimercon

Paramita Winny Hapsari, Dinda Shafira, Iqra Ardini, Muhammad Syukri

Abstract

Perkembangan digital yang pesat telah mengubah pemasaran tradisional menjadi pemasaran berbasis media sosial yang interaktif. Salah satu platform populer di Indonesia adalah Instagram, yang menyediakan berbagai fitur pemasaran seperti fitur kolaborasi. Penelitian ini bertujuan untuk menganalisis pengaruh fitur kolaborasi Instagram terhadap kesadaran merek (brand awareness) dan keputusan pembelian pada merek makanan cepat saji Nyai Mercon. Penelitian ini menggunakan metode kuantitatif dengan pendekatan Structural Equation Modeling-Partial Least Square (SEM-PLS). Sampel penelitian terdiri dari 187 responden yang terpapar konten kolaborasi Instagram @nyaimercon. Temuan penelitian mengindikasikan bahwa fitur kolaborasi memiliki pengaruh positif yang signifikan terhadap peningkatan kesadaran merek dan keputusan pembelian, baik secara langsung maupun melalui mediasi kesadaran merek. Implikasi praktis dari penelitian ini adalah pentingnya optimalisasi fitur kolaborasi untuk meningkatkan efektivitas pemasaran digital dan daya saing UMKM di pasar global.

Keywords

brand awareness; keputusan pembelian; kolaborasi Instagram; pemasaran digital; UMKM.

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DOI: 10.33751/jpsik.v8i2.11126

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