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All Journal Ganec Swara
Ni Putu Rista Vebriani
Politeknik Negeri Bali

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Pengaruh Konten Instagram dan Influencer Marketing Terhadap Brand Image BRAWIUM Indonesia: The Influence of Instagram Content and Influencer Marketing on Brand Image of BRAWIUM Indonesia Ni Putu Rista Vebriani; I Made Widiantara; Laily Fauziah
Ganec Swara Vol. 20 No. 3 (2026): September 2026
Publisher : Yayasan Al-Amin Qalbu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59896/gara.v20i3.761

Abstract

This research aims to analyse the influence of Instagram content and influencer marketing on the brand image of BRAWIUM Indonesia, a premium kitchenware brand under PT BRAWO Life Bali. This research uses a quantitative method with data collection techniques in the form of surveys. The sample size of 100 respondents was calculated using the Slovin formula. Data collection was carried out through the distribution of questionnaires, and the results were analysed using multiple linear regression techniques with the help of SPSS. The research results show that Instagram content has a positive and significant effect on brand image (t_count 6.482 > t_table 1.984), as does influencer marketing (t_count 5.679 > t_table 1.984). Furthermore, both variables simultaneously have a significant effect on brand image with an F_count of 193.199 > F_table 3.09 and a coefficient of determination (R²) of 0.803, which means 80.3% of the variation in brand image is explained by Instagram content and influencer marketing, while the remaining variation is explained by other variables outside this study
Co-Authors I Made Widiantara Laily Fauziah