Edukasi Pola Hidup Sehat @ibuorganik Terhadap Pembentukan Brand Image

Abstract

This research aims to measure how much influence educational Instagram content has on healthy lifestyle formation brand image organic mother. This research uses S-O-R communication theory to examine this problem. The S-O-R theory is an abbreviation ofStimuli-Organism-Response. Stimulus is the source or message,Organism is a stimulus receiver, andResponse is feedback resulting from. With this research it can be explained thatStimulus namely educational Instagram content on healthy lifestyles uploaded by organic mother accounts, aimed at the public or followers from organic mother's account as organism, and whether the content can generate good feedback or responses from the public. The method used in this research was 391 respondents who were followers from the Instagram account @ibuorganik which was obtained using the technique probability sampling. This research shows the results that the Instagram account @ibuorganik has a significant influence on the formation brand image from ibu organik. The results of the research show that the influence of Instagram content from the @ibuorganik account has relevance, accuracy, added value, easy to understand, easy to find, and consistency on the formation of brand image organic mother of indicators brand identity, brand personality, brand associations, brand attitude and behavior, brand benefit and competence.

Keywords : Content Instagram;Brand Image;Theory S-O-R