"DITARIK" The Impact of @Dehasen’s Creative Instagram Content on Brand Image Dehasen University, Bengkulu City

Abstract

This study discusses the influence of creative content on Instagram @dehasen towards the brand image of Dehasen University, Bengkulu City. The study aims to determine the influence of creative content in shaping a positive image of the university on social media. The method used is a quantitative approach with descriptive methods. The sampling technique was carried out randomly using systematic random sampling. Data were obtained through questionnaires and analyzed using statistical methods based on a positivist approach. The results of the study indicate that creative content on Instagram @dehasen has a positive effect on the brand image of Dehasen University, Bengkulu City. The R-Square value of 0.412 indicates that Creative Instagram Content was able to influence Brand Image by 41.2%, while the remaining 58.8% was influenced by other factors outside the study. The t-test results obtained a significance value of 0.000