The Impact of Digital Public Relations on the Instagram Account @Jajananhafiz on Brand Awareness for Jajanan Hafiz’s SME Products

Rebi Rahmat Ilahi; Anisa Pusphita; Suchi Adinda Febriasti; Erlangga Putra Nugraha

doi:10.37676/sosj.v3i2.1671

Authors

Rebi Rahmat Ilahi Universitas Dehasen Bengkulu
Anisa Pusphita Universitas Dehasen Bengkulu
Suchi Adinda Febriasti Universitas Dehasen Bengkulu
Erlangga Putra Nugraha Universitas Dehasen Bengkulu

DOI:

https://doi.org/10.37676/sosj.v3i2.1671

Keywords:

Digital Public Relations, Brand Awareness, Social Media Marketing, Smartpls 4, MSMEs

Abstract

This quantitative research aims to empirically analyze the influence of Digital public relations activities focusing on the Instagram account @jajananhafiz on the level of Brand Awareness of the Jajanan Hafiz MSME products in Bengkulu City. The research approach is based on the framework of Social Media Marketing Theory to evaluate how digital communication dimensions affect consumer cognition. The data collection method was conducted through the distribution of structured questionnaires to a sample of 92 respondents drawn from a total population of 1,074 followers using probability sampling with a simple random sampling technique based on the Slovin Formula. Statistical data analysis in this study uses the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4 software. The structural model evaluation (inner model) shows a coefficient of determination (R-Square) value of 0.714, meaning that the variability of Brand Awareness can be explained by Digital public relations activities by 71.4% (strong influence category). The hypothesis testing results show a path coefficient (beta) value of 0.845 with a TStatistic achievement of 14.235 (> 1.96) and an empirical significance P-value of 0.000 (< 0.05). These results absolutely prove that Digital public relations has a positive and significant effect on the Brand Awareness of Jajanan Hafiz MSME products. The implications of this research emphasize the importance for MSME actors to optimize interactivity and digital content quality to solidify brand position in the local culinary market.

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