Abstract :

The development of the coffee shop industry in Bintaro, South Tangerang is becoming more numerous and varied, this has given rise to competition for customers. Therefor Coffee shop carries out Instagram activities as a channel to provide their content. However, 77.22% of coffee shops are dissatisfied with the performance of their Instagram. In the final project this aims to find out what content attracts the Bintaro Community and how this content influences brand equity. This study uses the PLS method with the independent variable Instagram Attractiveness (IA) and the dependent variables in the form of Brand Awareness (BA), Brand Image (BI), Perceived Quality (PQ), Brand Love (BL) and Brand Re-usage Intention (RI). Data collection used the Google form which was distributed to 210 respondents from the Bintaro community who use Instagram.

From the results of the study, it was found that the Instagram Attractiveness variable was accepted and had a positive impact on Brand Awareness, Brand Image, Perceived Quality. Brand Awareness, Brand Image, Perceived Quality variables were accepted and had a positive impact on Brand Love and Brand Re-usage Intention. However, the Brand Awareness variable for Brand Re-usage Intention is rejected. It can be concluded that Menu, Ambience and Event content at coffee shops are attractive types of content and will have a positive impact on Brand Equity. The solutions given to coffee shops are planning, creating, and also posting menu content, events and also ambience with viral marketing strategies, building Instagram themes for brand images, and also using photography techniques to create content.

---

Keywords :

Brand Equity, Coffee Shop, Content Ideation, Instagram, Marketing

---

References :

1. Keller, K. L. 2008. Strategic Brand Management: Building, Measuring And Managing Brand Equity (3rd Ed.). Prentice-Hall: New Jersey, N.J.
2. Aaker, D. 1991. Managing brand. The Free Press: New York
3. Hellier, P. K., Ceursen, G. M., Carr, R. A., & Rickard, A. 2003. Customer Repurchase Intention: A General Structural Equation Model. European Journal of Marketing, 3(7) 1- 12
4. Aaker, D. 1996. Building Strong Brands. New York: McMilian
5. Nikhashemi, S.R., Valaei, N., Tarofder, A.K., 2017. Does Brand Personality And Perceived Product Quality Play A Major Role In Mobile Phone Consumers’ Switching Behaviour. Global Business Journal, 18 (3): 108–S127 Park and Namkung. 2022. The Effects of Instagram Marketing Activities on Customer-based Brand Equity in the Coffee Industry. Sustainability (14) 1657; 1 – 15
6. Normann, R., & Ramirez, R. 1994. Designing Interactive Strategy: From Value Chain to Value Constellation. Wiley: Chichester, UK
7. Prahalad and Ramaswamy. 2004. Co-Creation Experiences: The Next Practice in Value Creation. Journal of Interactive Marketing, 18(3); 1-10
8. Widoyoko, E. 2016. Penilaian Hasil Pembelajran di Sekolah. Yogyakarta: Pustaka Pelajar
9. Saphiro E and Kratochwill R. 2000. Behavioral Assessment in Schools: Theory, Research, and Clinical Foundation, 2^nd ed. New York: Guilford Press
10. Haryono, S. 2016. Metode SEM untuk Pnelitian Manajemen dengan AMOS LISREL PLS. Intermedia Personalia Utama: Jakarta
11. Ghozali, I. 2014. Structural Equation Modeling, Metode Alternatif dengan Partial Least Squares (PLS), Dilengkapi Software Smartpls 3.0, Xlstat 2014 dan WarpPLS 4.0. Badan Penerbit – Undip: Semarang
12. Walid. 2018. Penggunaan Instagram Sebagai Social Media Marketing dalam Membangun Brand Awareness PLATBM1912 di Kota Pekan Baru. JOM FISIP, 5(1) 1 – 10
13. Muhamad A and Aransyah M. 2022. The Effect of Social Media Marketing on Brand Awareness and Brand Image to Increase Intention to Buy. Budapest International Research and Critics Institute-Journal, 5(2)): 14437-14453
14. Tauran R, Andriani D, Wahyuningtiyas A, and Isaskar R. 2022. The Effect of Social Media Marketing on The Purchase Decision of Kooka Coffee Products Using Brand Image as a Mediation Variable. Agricultural Socio-Economics Journal, 22(3) 223-232
15. Latan, Hengky, 2012, Struct.ural Equation Modeling, Konsep dan Aplikasi menggunakan LISREL 8,80. Alfabeta: Bandung.
16. Widarjono, A. 2010. Analisis Statistika Multivariat Terapan, dilengkapi Aplikasi SPSS dan AMOS, UPP STIM YKPN: Yogyakarta
17. Mulyadi A and Zuhri S. Analisis Strategi Brand Image Kedai Kopi (MOENG KOPI) Melalui Media Sosial Instagram. Jurnal Ilmu Komunikasi, 10(2): 1- 16