“EFEK PENGGUNAAN PLATFORM MEDIA SOSIAL TERHADAP BRAND AWARENESS” (Studi Pada Instagram @staraeducation)

This study aims to examine the impact of social media usage specifically Instagram on enhancing the brand awareness of Stara Education, a foreign language tutoring institution. In the digital era, social media has emerged as a strategic communication tool for strengthening brand image and reaching a broader audience. Instagram, in particular, was selected due to its strong visual appeal and high levels of user engagement, especially among younger demographics.
The research employs a mixed-methods approach using a sequential explanatory design. Quantitative data were collected through questionnaires distributed to 95 followers of the @staraeducation Instagram account and analyzed using simple linear regression. Subsequently, qualitative data were obtained through in-depth interviews with the account manager. The analysis revealed that the four elements of the 4C theory context, communication, collaboration, and connection play a significant role in shaping brand awareness, with context and collaboration emerging as the most dominant factors.
These findings reinforce the notion that strategic use of Instagram can effectively enhance brand awareness. Consistent, interactive, and relevant content has been shown to capture audience attention and foster sustained emotional engagement. Accordingly, the @staraeducation Instagram account has proven to be an effective promotional medium in strengthening the brand's position in the minds of its followers.