Social Media Marketing and Brand Awareness on Indonesia’s Leading Cosmetic Brand

Abstract

The study is intended to demonstrate and measure the extent to which the influence of social media in terms of these content marketing on one of Indonesia’s leading cosmetic brands, Safi Indonesia. Safi Indonesia has an official Instagram account, thus Safi shares all of its content marketing there that can affect the brand awareness of its customers. With a quantitative research approach, the population in this study is the followers of Instagram @safiindonesia with 150 respondents. In the research data, we use the method of a survey by spreading questionnaires that are random sampling to respondents. The results of this study indicate that there is an influence between content marketing on Safi Indonesia's Instagram on Safi Indonesia's brand awareness.