PENGARUH PENGGUNAAN INSTAGRAM REELS TERHADAP BRAND AWARENESS
(Analisis Kuantitatif pada Generasi Z di Yogyakarta)
Keywords:
brand awareness, generasi Z, Instagram reels, pemasaran digital, video pendek
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh penggunaan Instagram Reels terhadap tingkat brand awareness pada Generasi Z di Yogyakarta. Menggunakan pendekatan kuantitatif eksplanatif dan metode survei, penelitian ini melibatkan 30 responden berusia 18-25 tahun yang merupakan pengguna aktif Instagram Reels. Variabel independen dalam penelitian ini adalah intensitas penggunaan Instagram Reels, sedangkan variabel dependen adalah brand awareness yang diukur melalui brand recognition, brand recall, dan brand preference. Hasil analisis regresi menunjukkan bahwa terdapat hubungan positif yang signifikan antara penggunaan Reels dan brand awareness dengan nilai koefisien korelasi sebesar 0,628. Temuan ini menunjukkan bahwa konten visual pendek yang bersifat interaktif seperti Reels efektif dalam menarik perhatian dan membentuk persepsi merek pada Generasi Z. Penelitian ini memberikan kontribusi praktis bagi pemasar digital dalam merancang strategi konten yang lebih efektif dan relevan untuk audiens muda.
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Azi, A. D. S. (2024). Content Management of @akmil.id Instagram Account in Increasing Brand Engagement in 2023. Proceeding ISETH (International Summit on Science, Technology, and Humanity), 1738–1748. https://doi.org/10.23917/iseth.4566
Ade Leasfita, H. A. (2023). Instagram As Buttonscarves Marketing Communication Media In Building Brand Image. https://doi.org/10.5281/ZENODO.7556557
Doloi, G. (2024). The Influence of Instagram Reels on Content Consumption Trends among Gen Z. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.5000132
Maharani, I. A., & Ardhanariswar, K. A. (2024). Content Creator Strategies on Instagram Reels Account @Kumparancom to Boost Brand Engagement. Jurnal Komunikasi, 18(2), 280–290. https://doi.org/10.20885/komunikasi.vol18.iss2.art10
Mona, N., Priyandhini, B., & Hermansyah, J. A. P. (2022). Digital Campaign Strategy to Increase Brand awareness for Darlie Indonesia’s New Product. The 5th International Conference on Vocational Education Applied Science and Technology 2022, 24. https://doi.org/10.3390/proceedings2022083024
Nallasivam, A., & Mahalakshmi, S. (2023). Sustainable Influence of Instagram and Its Linkages on Gen Z’s Purchase Intention. In A. Edward J., K. P. Jaheer Mukthar, M. Dhruvakumar, & T. K. Murugesan (Eds.), Digital Transformation for Business Sustainability (pp. 19–31). Springer Nature Singapore. https://doi.org/10.1007/978-981-99-7058-2_2
Oruç, Z., & Aydın, M. N. (2022). THE EFFECTS OF SOCIAL MEDIA CONTENT ON CONSUMER BEHAVIOR: THE CASE OF INSTAGRAM. Journal of Research in Business, 7(IMISC2021 Special Issue), 1–14. https://doi.org/10.54452/jrb.1024880
Patria, T. A., Ulinnuha, H., Hidayah, N., Latif, A. N. K., Susanto, E., & Claudia, C. (2023). Effect of Key Opinion Leaders and Instagram Posts on Wonderful Indonesia Brand awareness. E3S Web of Conferences, 426, 02027. https://doi.org/10.1051/e3sconf/202342602027
Permadi, R., & Muttaqien, M. (2023). Utilization of social media Instagram as A Promotional Media of Total Music Band. Proceedings University of Muhammadiyah Yogyakarta Undergraduate Conference, 3(1), 235–241. https://doi.org/10.18196/umygrace.v3i1.552
Safitri, J. (2022). Impact of Instagram Posts, Instagram Stories, and Instagram Reels on Brand awareness of Muslim Clothing Brand Zombasic. Journal of Islamic Economics Lariba, 8(2), 289–302. https://doi.org/10.20885/jielariba.vol8.iss2.art9
Sana Saima, Sachin Parappagoudar, Ananya Hariharan, Vishesh S Setty`, Aditya Ashok Jain, Aanchal Jain, Aditya P Jain, Aman R Jain, & Darshan Banka. (2023). The Power of Instagram’s Algorithm in Boosting the Visibility of Startups & Small Businesses. International Journal of Engineering and Management Research, 13(2), 59–63. https://doi.org/10.31033/ijemr.13.2.9
Sharma, N., & Arora, N. (2024). Do Instagram reels influence travelers’ behavioral and e-WOM intentions for the selection of ecotourism destination? Journal of Hospitality and Tourism Insights, 7(5), 2603–2623. https://doi.org/10.1108/JHTI-03-2023-0135
Sulistyo, M. F., Sukmajatnika, D. Z., & Syaputra, R. (2024). Using Instagram Reels as a Media for Government Public Service Information. PERSPEKTIF, 13(1), 212–220. https://doi.org/10.31289/perspektif.v13i1.10574
Yulia, N. (2024). Online Promotion Strategy in Increasing Brand awareness of Bintang Baby Newborn through Instagram Account in 2022-2023. Proceeding ISETH (International Summit on Science, Technology, and Humanity), 1809–1821. https://doi.org/10.23917/iseth.4572
Published
2026-03-30
How to Cite
Candra N, M. D., Sutjipto, V. W., & Sary, M. P. (2026). PENGARUH PENGGUNAAN INSTAGRAM REELS TERHADAP BRAND AWARENESS: (Analisis Kuantitatif pada Generasi Z di Yogyakarta). NIVEDANA : Jurnal Komunikasi Dan Bahasa, 7(1), 316-335. https://doi.org/10.53565/nivedana.v7i1.2252
Section
Articles
DOI :
https://doi.org/10.53565/nivedana.v7i1.2252
