The Increasing of Brand Awareness Toward Social Media Instagram; A Customer Market Survey of Cafe in Indonesia

Abstrak

The objective of this research is to know the effect of social media marketing through Instagram on brand awareness of Café Eat Happens. The research used quantitive approach with survey method. The sample in this research took 114 respondents who know Café Eat Happens through Instagram and visited Café Eat Happens at least once time. The measurements used were questionnaires distributed through Google Form and manuals. Data were analyzed with SPSS 20.0. The result of t test shows that variable value of information access had no effect on brand awareness. Variable accessibility have no effect on brand awareness. Variable of interactive capabilities had effect on brand awareness. Variable sharing of content have significant effects on brand awareness.