THE INFLUENCE OF INSTAGRAM SOCIAL MEDIA MARKETING ON FROZEN SEAFOOD PRODUCT BRAND AWARENESS : A Case Study at ICS FOOD Sidoarjo

doi:10.33005/adv.v11i1.3091

THE INFLUENCE OF INSTAGRAM SOCIAL MEDIA MARKETING ON FROZEN SEAFOOD PRODUCT BRAND AWARENESS : A Case Study at ICS FOOD Sidoarjo

Lathifa Rochma Insani, Sigit Dwi Nugroho, Teguh Soedarto

Abstract

ICS Group is an Indonesian seafood industry founded in 1987. One of the problems faced by the company is growing brand awareness in consumers' minds through Instagram. According to Instagram followers’ ICS Food accounts, the study aims to find out the use of Instagram's social media marketing influences the brand awareness of frozen seafood. The research method used is quantitative, while the data analysis used is multiple linear regression. The sample in this study is 65 respondents, and the techniques used are non-probability sampling techniques with the approach of purposive sampling. The results of this study indicate that the social media marketing carried out by ICS Food is classified as good but has not entirely made consumers aware of the existence of the ICS Food brand as one of the frozen seafood brands in Indonesia. It concluded that the social media marketing of ICS Food's Instagram account had a positive effect on brand awareness of ICS Food's frozen seafood products. Researchers recommend ICS Food to increase interaction activities with followers through interactive activities on Instagram social media accounts, such as opening question and answer sessions and taking advantage of other Instagram features.

DOI : https://doi.org/10.33005/adv.v11i1.3091

References

Aaker, D. A. (1991). Managing Brand Equity. The Free Press, New York, London, Toronto, Sydney.

Abzari, M., Ghassemi, R. A., & Vosta, L. N. (2014). Analysing the Effect of Social Media on Brand Attitude and Purchase Intention: The Case of Iran Khodro Company. Procedia - Social and Behavioral Sciences, 143, 822–826.

Ahmad, N., & Guerrero, E. (2020). Influence of Social Media on Brand Awareness: A Study on Small Businesses. Master program in Business Administration, University of Gävle, Sweden. http://hig.diva-portal.org/smash/get/diva2:1392939/FULLTEXT01.pdf

Ananda, A. S., Hernández-García, Á., Acquila-Natale, E., & Lamberti, L. (2019). What makes fashion consumers “click”? Generation of eWoM engagement in social media. Asia Pacific Journal of Marketing and Logistics, 31(2), 398–418.

Ashley, C., & Tuten, T. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 32(1), 15–27.

Dessart, L. (2017). Social media engagement: a model of antecedents and relational outcomes. Journal of Marketing Management, 33(5–6), 375–399.

Ding, C. G., & Tseng, T. H. (2015). On the relationships among brand experience , hedonic emotions , and brand equity. European Journal of Marketing, 49 No. (7/, 994–1015.

Elvina, L. (2020). WHO Tetapkan Wabah Virus Corona Sebagai Pandemi Global. KompasTV. May 9, 2021. https://www.kompas.tv/article/70893/who-tetapkan-wabah-virus-corona-sebagai-pandemi-global

Goh, K., Heng, C., & Lin, Z. (2013). Social Media Brand Community and Consumer Behavior : Quantifying the Relative Impact of User- and Marketer- Generated Content Social Media Brand Community and Consumer Behavior : Quantifying the Relative Impact of User- and Marketer-Generated Content. Information Systems Research, 24 No. 1(Mar 2013), 88–107.

Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter Power:Tweets as ElectronicWord of Mouth. Journal of the American Society for Information Science and Technology, 60(July), 2169–2188.

Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2–3), 139–155.

Kraus, S., Gast, J., Schleich, M., Jones, P., & Ritter, M. (2019). Content is King: How SMEs Create Content for Social Media Marketing Under Limited Resources. Journal of Macromarketing, 39(4), 415–430.

Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365.

Momany, M., & Alshboul, A. (2016). Social Media Marketing: Utilizing Social Media To Advance Brand Awareness and Increase Online Sales. International Journal of Business, 9(1), 33–55.

Nadhiro. (2019). Pengaruh Social Media Marketing Terhadap Brand Awareness Pada Followers Instagram Warunk Upnormal. Commercium 2(02), 88–92.

Pappu, R., Quester, P. G., Cooksey, R. W., & Pappu, R. (2005). Consumer-based brand equity : improving the measurement – empirical evidence. Journal of Product and Brand Management, 14(3), 143–154.

Pitta, D. A., & Katsanis, L. P. (1995). Understanding brand equity for successful brand extension. Journal of Consumer Marketing, 12(4), 51–64.

Rohm, A., Kaltcheva, V. D., & Milne, G. R. (2013). A mixed-method approach to examining brand-consumer interactions driven by social media. Journal of Research in Interactive Marketing, 7(4), 295–311.

Schultz, D. E., & Peltier, J. J. (2013). Social media’s slippery slope: challenges, opportunities and future research directions. Journal of Research in Interactive Marketing, 7(2), 86–99.

Setiawan, A. R. (2020). Tanggapan Grace Natalie terhadap COVID-19. Edukatif : Jurnal Ilmu Pendidikan, 2(1), 28–37.

Seturi, M. (2017). Brand awareness and success in the market. Journal of International Publications, 11(September 2017), 424–432.

Shao, G. (2009). Understanding the appeal of user-generated media : a uses and gratification perspective. Internet Research, 19(1), 7–25.

Shen, B., & Bissell, K. (2013). Social Media, Social Me: A Content Analysis of Beauty Companies’ Use of Facebook in Marketing and Branding. Journal of Promotion Management, 19(5), 629–651.

Siricharoen, W. V. (2012). Social Media, How does it Work for Business? International Journal of Innovation, Management and Technology, 3(4).

Tarigan, R., & Tritama, H. B. (2016). The Effect of Social Media to the Brand Awareness of A Product of A Company. CommIT (Communication and Information Technology) Journal, 10(1), 9.

Tho, N. D., Thi, N., Trang, M., & Olsen, S. O. (2016). Brand personality appeal , brand relationship quality and WOM transmission : a study of consumer markets in Vietnam. Asia Pacific Business Review, 2381, 1–18.

Ursachi, G., Horodnic, I. A., & Zait, A. (2015). How Reliable are Measurement Scales? External Factors with Indirect Influence on Reliability Estimators. Procedia Economics and Finance, 20(15), 679–686.

We Are Social & Hootsuite. (2020). Indonesia Digital report 2020. May 1, 2021. Global Digital Insights, 247. https://datareportal.com/reports/digital-2020-global-digital-overview

We Are Social & Hootsuite. (2021). Indonesia Digital report 2021. Global Digital Insights, 103. https://datareportal.com/reports/digital-2020-global-digital-overview

Yusup, F. (2018). Uji Validitas dan Reliabilitas Instrumen Penelitian Kuantitatif. Jurnal Tarbiyah Jurnal Ilmiah Kependidikan, 7(1), 17–23.

Zuhdi, S., Daud, A., Hanif, R., Nguyen, P. T., & Shankar, K. (2019). Role of social media marketing in the successful implementation of business management. International Journal of Recent Technology and Engineering, 8(2 Special Issue 11), 3841–3844. 9

Full Text: PDF