<![CDATA[This study discusses the influence of Instagram @dehasen creative content on the brand image of Dehasen University, Bengkulu City. The research aims to determine the influence of creative content in shaping a positive image of Dehasen University Bengkulu on social media. The method used is a quantitative approach with a descriptive method. The sampling technique was carried out randomly using systematic random sampling. Data was obtained through questionnaires and analyzed using statistical methods based on the positivism approach. The results of the study show that Instagram creative content @dehasen have a positive effect on the brand image of Dehasen University of Bengkulu City. The R-Square value of 0.412 shows that Instagram's creative content is able to influence brand image by 41.2%, while 58.8% is influenced by other factors outside of the study. The results of the t-test obtained a significance value of 0.000 < 0.05, so that Instagram creative content has a positive and significant effect on the brand image. Attractive visuals, informative messages, content creativity, and consistency of uploads are able to increase the public's positive perception of Dehasen University. Instagram has proven to be effective as a digital communication medium in building the image of educational institutions. The better the quality of the content published, the more positive the brand image of Dehasen University in the eyes of the public.]]>
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