THE INCREASING OF BRAND AWARENESS TOWARD SOCIAL MEDIA INSTAGRAM; A CUSTOMER MARKET SURVEY OF CAFE IN INDONESIA

Abstract

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