Pengaruh Influencer Endorsement dan Visual Aesthetics Konten Instagram terhadap Brand Awareness pada Konsumen Deliwafa Malang

Abstract

The development of social media has encouraged business actors to utilize Instagram as a marketing tool to build brand awareness. Deliwafa is a local fashion brand that actively uses influencer endorsement and visual aesthetics on Instagram to attract consumer attention. Although the number of consumers has increased, the engagement rate on Deliwafa's Instagram account declined, creating an interesting phenomenon to study. This study aimed to analyze the effect of influencer endorsement and visual aesthetics on Deliwafa's brand awareness in Malang City. A quantitative approach with a descriptive research design was employed. Primary data were obtained through questionnaires distributed to Deliwafa consumers who had purchased products, seen endorsement content on Deliwafa's Instagram, recognized the influencers used, and were at least seventeen years old, using non-probability purposive sampling. Data were analyzed using instrument tests, classical assumption tests, multiple linear regression, hypothesis testing, and the coefficient of determination. The results showed that influencer endorsement has a positive and significant effect on brand awareness (t-count = 4.098 > t-table = 1.984, sig. = 0.000 < 0.05). Visual aesthetics also have a positive and significant effect on brand awareness (t-count = 7.299 > t-table = 1.984, sig. = 0.000 < 0.05). Simultaneously, both variables significantly affect Deliwafa's brand awareness (F-count = 125.511 > F-table = 3.09, sig. = 0.000 < 0.05), with an R² of 71.6%. These findings indicate that better influencer quality and more attractive visual content lead to higher brand awareness toward Deliwafa.