Instagram Content Influence on Agri-Cultured Brand Awareness: The Mediation of Green Brand Image

Abstract

Agriculture is one of the largest resources in Indonesia. The problem in the agricultural industry today is lack of awareness of farmers about the health of post-harvest technology because many still use chemicals in their treatment. AGRI-Cultured is a start-up that aims to overcome agricultural difficulties in Indonesia. Branding is the main aspect to attract consumers through the perception of the company's image. Green Brand Image aims to create a sustainable image to achieve green claims. To improve branding and green brand image for AGRI-Cultured, Social Media has become a common communication method used as a platform or mass media for marketing. Nowadays, Instagram is a popular platform for product promotion. This study aims to determine the marketing strategy on Instagram social media and its effect on brand awareness. This research is a quantitative research with a survey method using an online questionnaire. There are 502 respondents in this study. The researcher used a Likert scale to measure the respondents' answers, which was then tested using the PLS-SEM program and the PLS-SEM test to test the magnitude of the effect of the variable. Based on the results of the study, the t table value is 1.96, the test results of the influence of social media on green marketing are t count = 7.547, the test results for the effect on brand awareness are t count = 15,212, and the test results for the effect of green brand image on brand awareness are t count 5.059 which means that these three hypothesis tests prove that there is a positive influence that occurs. The conclusion is that Instagram social media content has a positive effect on brand awareness of AGRI-Cultured products. Through the creation of similar and related content, it can increase the green brand image and brand awareness of AGRI-Cultured products.