The Effect of Social Media Content and Hashtags on Brand Image Formation in Culinary SME

Abstract

This research discusses the efforts of SME in the culinary field of Cafe businesses in overcoming public perceptions of the price of food and drinks which are considered expensive by using brand image improvement strategies through Instagram social media with video content and the use of hashtags. The purpose of this study is to explore whether video content and hashtags can help café culinary businesses to create an affordable brand image for their target market. The case study used is Zozo Garden cafe with the hashtag #ZozoGakMahalLagi. This type of research is exploratory quantitative research, the population is Instagram users and the sample studied was 120 respondents using non-probabilty sampling method. The data analysis tool in this study uses multiple regression analysis. The results in this study indicate that video content has a positive and significant effect on the formation of the Zozo Garden brand image. The use of hashtags has a positive and significant effect on the formation of the Zozo Garden brand image. Obtained in this study the results of multiple linear regression analysis are hashtags have a greater influence than video content variables. Based on the results of this study, it can be concluded that video content and the use of hashtags have an influence on the formation of the Zozo Garden Brand Image in Bandar Lampung.