Pengaruh Brand Awareness Dan Brand Image Melalui Instagram Terhadap Loyalitas Pengikut @Wardahbeauty

Abstract

Abstract

This study aims to analyze the effect of Brand Awareness and Brand Image on Follower Loyalty of the Instagram account @Wardahbeauty. This research employs a quantitative approach with an explanatory research design. The population of this study consists of followers of the Instagram account @Wardahbeauty, while the sampling technique used is purposive sampling with a total of 70 respondents. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of IBM SPSS software. The results show that Brand Awareness has a positive and significant effect on Follower Loyalty. In addition, Brand Image also has a positive and significant effect on Follower Loyalty. The simultaneous test results indicate that Brand Awareness and Brand Image jointly have a significant effect on Follower Loyalty, with an F-value of 59.672 and a significance level of 0.000. The Adjusted R Square value of 0.630 indicates that the two independent variables explain 63% of the variation in Follower Loyalty, while the remaining percentage is influenced by other factors outside the research model. These findings suggest that increasing brand awareness and building a positive brand image are important factors in enhancing follower loyalty on social media, particularly Instagram.

Keywords: Brand Awareness, Brand Image, Follower Loyalty.