The Effect of Instagram Content Exposure @uniqloindonesia on Brand Equity and Purchase Intention for the Uniqlo Fashion Brand

Abstract

This study is to determine the exposure of @uniqloindonesia Instagram content on brand equity and purchase intention. This research uses a quantitative approach with the type of explanatory research, in which the research examines the influence of the independent variable on the dependent variable. The results showed that the majority of respondents indicated that exposure to @uniqloindonesia Instagram content was in the high category. Instagram social media @uniqloindonesia has an influence of 72.4% which indicates that Uniqlo's presence and activities on Instagram have a strong influence. The level of brand equity of 70.1% shows that the majority of respondents have a strong perception of the @uniqloindonesia brand. The percentage of respondents who show intention to buy the Uniqlo fashion brand of 70.1% is high. The results showed that exposure to @uniqloindonesia Instagram content had a positive and significant effect on brand equity on purchase intention.