{"title":"Instagram帖子、Instagram故事和Instagram视频对穆斯林服装品牌Zombasic品牌知名度的影响","authors":"J. Safitri","doi":"10.20885/jielariba.vol8.iss2.art9","DOIUrl":null,"url":null,"abstract":"This study analyzes how the use of Instagram posts, Instagram stories, and Instagram reels impact brand awareness of the Muslim clothing brand Zombasic. This study uses quantitative research methods with multiple linear regression data analysis techniques. This research was conducted using data obtained from online questionnaires, with a total population of 236,000 followers and a sample of 100 respondents with the criteria of active Instagram users following the Zomabasic Instagram account. The results partially show that using the Instagram post feature does not have an effective and significant impact on brand awareness, with a variable coefficient value of 0.031. The use of the Instagram Stories feature has an effective and significant impact on brand awareness with a variable coefficient value of 0.710, and the use of the Instagram reels feature has an effective and significant impact on brand awareness with a variable coefficient value of 0.223. The results show a coefficient of determination (R²) value of 69%, which means that the use of the Instagram Post, Stories, and Reels features have an effective level of 69%.","PeriodicalId":134690,"journal":{"name":"Journal of Islamic Economics Lariba","volume":"1 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2022-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"Impact of Instagram Posts, Instagram Stories, and Instagram Reels on Brand Awareness of Muslim Clothing Brand Zombasic\",\"authors\":\"J. Safitri\",\"doi\":\"10.20885/jielariba.vol8.iss2.art9\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This study analyzes how the use of Instagram posts, Instagram stories, and Instagram reels impact brand awareness of the Muslim clothing brand Zombasic. This study uses quantitative research methods with multiple linear regression data analysis techniques. This research was conducted using data obtained from online questionnaires, with a total population of 236,000 followers and a sample of 100 respondents with the criteria of active Instagram users following the Zomabasic Instagram account. The results partially show that using the Instagram post feature does not have an effective and significant impact on brand awareness, with a variable coefficient value of 0.031. The use of the Instagram Stories feature has an effective and significant impact on brand awareness with a variable coefficient value of 0.710, and the use of the Instagram reels feature has an effective and significant impact on brand awareness with a variable coefficient value of 0.223. The results show a coefficient of determination (R²) value of 69%, which means that the use of the Instagram Post, Stories, and Reels features have an effective level of 69%.\",\"PeriodicalId\":134690,\"journal\":{\"name\":\"Journal of Islamic Economics Lariba\",\"volume\":\"1 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2022-12-31\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Islamic Economics Lariba\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.20885/jielariba.vol8.iss2.art9\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Islamic Economics Lariba","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.20885/jielariba.vol8.iss2.art9","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 1
摘要
本研究分析了Instagram帖子、Instagram故事和Instagram视频的使用如何影响穆斯林服装品牌Zombasic的品牌知名度。本研究采用定量研究方法，结合多元线性回归数据分析技术。本研究使用从在线问卷中获得的数据进行，共有23.6万名粉丝，100名受访者的样本以Zomabasic Instagram账户的活跃Instagram用户为标准。结果部分表明，使用Instagram帖子功能对品牌知名度没有有效显著的影响，变量系数值为0.031。使用Instagram Stories功能对品牌认知度产生有效且显著的影响，变量系数值为0.710，使用Instagram reels功能对品牌认知度产生有效且显著的影响，变量系数值为0.223。结果显示决定系数(R²)值为69%，这意味着Instagram Post, Stories和Reels功能的使用具有69%的有效水平。
Impact of Instagram Posts, Instagram Stories, and Instagram Reels on Brand Awareness of Muslim Clothing Brand Zombasic
This study analyzes how the use of Instagram posts, Instagram stories, and Instagram reels impact brand awareness of the Muslim clothing brand Zombasic. This study uses quantitative research methods with multiple linear regression data analysis techniques. This research was conducted using data obtained from online questionnaires, with a total population of 236,000 followers and a sample of 100 respondents with the criteria of active Instagram users following the Zomabasic Instagram account. The results partially show that using the Instagram post feature does not have an effective and significant impact on brand awareness, with a variable coefficient value of 0.031. The use of the Instagram Stories feature has an effective and significant impact on brand awareness with a variable coefficient value of 0.710, and the use of the Instagram reels feature has an effective and significant impact on brand awareness with a variable coefficient value of 0.223. The results show a coefficient of determination (R²) value of 69%, which means that the use of the Instagram Post, Stories, and Reels features have an effective level of 69%.
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