Instagram Account @haus.indonesia and Its Effect on Increasing Brand Equity ‘Haus’ Original Indonesian Beverage Products

Abstract

presents. The same effect is also evidenced by research conducted by Erlinih&Malau (2019) in the Effect of Instagram social media on Brand Equity of NasiGorengRempah Mafia which got the value of the influence of Instagram social media on the brand equity of mafia fried rice of 55.5%. Seeing the above phenomenon, the author is interested in conducting research on the Effect of Instagram social media on Brand Equity Haus! Original Indonesian Beverage Products. In marketing there is a mix or what is commonly referred to as the marketing mix. Marketing mix is a tactical marketing tool that can be controlled, which includes product (product), price (price), place (place), promotion (promotion) or commonly referred to as the 4Ps. The desired response and in accordance with the company's goals (Kotler & Armstrong. Abstract: The use of Instagram in promoting products is increasingly massive in society. Business people realize that there is a change in popular culture in society, so that the selection of social media as a means of promotion is an option. This study aims to determine the effect of the @haus.indonesia Instagram account on increasing the brand equity of ‘Haus’ original Indonesian beverage products. The research method used is a quantitative method with a positivistic paradigm. The results of the study show that the Instagram account @haus.indonesia affects the increase in brand equity of ‘haus’ as an original Indonesian beverage product. This Instagram account media has great power in influencing the human view of the world through the content it presents. The attractive appearance of Instagram @haus.indonesia starting from the theme, username and profile photo, to the Instagram bio @haus.indonesia affects the level of brand equity for the community, especially students who become followers.