"DITARIK" The Impact of @Dehasen’s Creative Instagram Content on Brand Image Dehasen University, Bengkulu City

Assah Nurhasanah (Universitas Dehasen Bengkulu)
Dzakwan Haidar Muflih (Universitas Dehasen Bengkulu)
Rafi Zahran Adiba (Universitas Dehasen Bengkulu)

Journal of Law, Social Science, and Management Review
Vol. 2 No. 4 (2026): Agustus

This study discusses the influence of creative content on Instagram @dehasen towards the brand image of Dehasen University, Bengkulu City. The study aims to determine the influence of creative content in shaping a positive image of the university on social media. The method used is a quantitative approach with descriptive methods. The sampling technique was carried out randomly using systematic random sampling. Data were obtained through questionnaires and analyzed using statistical methods based on a positivist approach. The results of the study indicate that creative content on Instagram @dehasen has a positive effect on the brand image of Dehasen University, Bengkulu City. The R-Square value of 0.412 indicates that Creative Instagram Content was able to influence Brand Image by 41.2%, while the remaining 58.8% was influenced by other factors outside the study. The t-test results obtained a significance value of 0.000