THE EFFECTIVENESS OF PROMOTING HYDROPONIC VEGETABLES AND PRODUCTS THROUGH INSTAGRAM WITH BRAND AWARENESS AS A MODERATING VARIABLE AT PT. KEBUN SAYUR

International Journal of Economics, Business and Accounting Research (IJEBAR) Pub Date : 2024-03-24 DOI:10.29040/ijebar.v8i1.12792

Alya Firda Rahmawati, Eko Nurhadi, Taufik Setyadi

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Abstract

PT. Kebunsayur Surabaya promotes hydroponic vegetables and processed products on Instagram but has yet to achieve widespread reach. Popular posts based on monthly reports only get 29 likes; this figure is relatively low for a business account. This research aims to analyze the effectiveness of social media Instagram @kebunsayursurabaya using the EPIC Model and analyze the influence of promotional effectiveness on the volume of consumer purchases of vegetables and hydroponic preparations moderated by brand awareness. The research method used is Structural Equation Modeling (SEM) based on Partial Least Square (PLS), especially with the WarpPLS 8.0 program. Primary data was collected through a questionnaire with a sample of 55 respondents taken using techniques non-probability sampling, namely purposive sampling. The research results show that the promotion of Kebunsayur Surabaya via Instagram is very effective, with a value of 4.39. The effectiveness of the promotion has a positive and significant effect on purchase volume with a path coefficient value of 0,454 and brand awareness moderates the effectiveness of promotion on purchase volume positively and significantly with a path coefficient value of 0,223

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以品牌知名度为调节变量，通过 instagram 推广水培蔬菜和产品的有效性》，PT.克本-萨尤尔

PT.Kebunsayur Surabaya 在 Instagram 上推广水培蔬菜和加工产品，但尚未获得广泛传播。根据月度报告，热门帖子仅获得 29 个点赞；对于企业账户来说，这一数字相对较低。本研究旨在使用 EPIC 模型分析社交媒体 Instagram @kebunsayursurabaya 的效果，并分析促销效果对消费者购买蔬菜和水培制剂数量的影响，同时通过品牌知名度进行调节。使用的研究方法是基于部分最小平方（PLS）的结构方程模型（SEM），特别是 WarpPLS 8.0 程序。原始数据是通过问卷调查收集的，采用非概率抽样技术，即目的性抽样，抽取了 55 个受访者样本。研究结果表明，通过Instagram对泗水Kebunsayur的宣传非常有效，数值为4.39。促销效果对购买量有积极而显著的影响，路径系数值为 0,454；品牌知名度对促销效果对购买量有积极而显著的调节作用，路径系数值为 0,223

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International Journal of Economics, Business and Accounting Research (IJEBAR)

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