THE IMPACT OF INSTAGRAM MARKETING TO BRAND AWARENESS AND BRAND IMAGE OF XYZ INTERNATIONAL BUSINESS SCHOOL

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Sanjaya, Cornelita Hana (2025) THE IMPACT OF INSTAGRAM MARKETING TO BRAND AWARENESS AND BRAND IMAGE OF XYZ INTERNATIONAL BUSINESS SCHOOL. Undergraduate thesis, institute ipmi.

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Abstract

In the digital era, Instagram has emerged as a crucial platform for marketing, particularly within educational institutions. Despite the growing importance of social media marketing, there remains a research gap in understanding how Instagram marketing specifically affects brand awareness and brand image in the context of higher education. This study addresses this gap by examining the impact of Instagram marketing on brand awareness and brand image at XYZ International Business School. The research is grounded in brand management theory, which posits that brand awareness is a key precursor to a strong brand image. Utilizing a quantitative approach, the study employs Structural Equation Modeling (SEM) to analyze data collected from 93 students through a structured survey. The findings indicate that Instagram marketing significantly enhances both brand awareness and brand image, emphasizing the importance of high-quality visual content, such as photos and videos, in capturing and retaining audience attention. Additionally, the study confirms a positive relationship between brand awareness and brand image, suggesting that a strong brand presence on Instagram can reinforce the institution's identity and improve public perception. The implications of this research are twofold: theoretically, it strengthens the understanding of social media's role in brand management within the education sector; practically, it offers insights for educational institutions to strategically leverage Instagram as a marketing tool. By focusing on content quality and consistent engagement, institutions like XYZ International Business School can enhance their visibility, attract more students, and cultivate a strong, positive brand image. This study contributes to the broader discourse on digital marketing in higher education.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: sandra margaretha
Date Deposited: 27 Feb 2025 08:05
Last Modified: 27 Feb 2025 08:05
URI: http://repository.ipmi.ac.id/id/eprint/2694

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