THE INFLUENCE OF SOCIAL MEDIA INSTAGRAM @PRESIDENT_UNIVERSITY TOWARDS BRAND EQUITY OF PRESIDENT UNIVERSITY

Abstract

Technological development has provided to our generation an easier life in terms of connecting to each other with the blurring boundaries of time and place. According to a survey conducted by wearesocial.com in 2016, 79.0 million out of 88.1 million Internet users in Indonesia are active social media users. Therefore, there has been an increasing number of companies making use of social media to market their company or institutions, including President University. This research aims at understanding to what extent Instagram, as a social media, influences the brand equity of President University, through the Instagram account @president_university. This research used a quantitative method with explanatory research as its type of research. The data was collected through online questionnaires that were spread via direct messages to President University students who following the Instagram of @president_university and also spread out by Line apps. The sample used in this research amount a hundred. The sampling technique was purposive, while the analysis technique was the simple linear regression with the use of Statistical Package for Social Sciences (SPSS) version 19. This research demonstrates that social media (X) significantly influences and has strong relationships with the equity of a brand for 0.652 or 65.2%. On the other hand, social media contributes to President University’s brand equity of 42.5%, while the remnant 57.5% is the contribution of other variables that were not assessed.