Brand image analysis of Indonesian telecommunication company: A quantitative approach

Nadhifah Dumasari (), Mahir Pradana (), Ratna Rintaningrum (), Hussein Gibreel Musa () and Syarifuddin Syarifuddin ()

Edelweiss Applied Science and Technology, 2025, vol. 9, issue 4, 1008-1015

Abstract: Social media has become an essential marketing tool for companies to establish and maintain their brand image, with Instagram offering a highly effective platform due to its visual and interactive features. This research aims to explore how strategic elements such as content creativity, consistency, and user engagement influence the brand image of Indonesian Telekomunikasi (PT INTI). A quantitative approach was utilized, with data collected through a questionnaire distributed to 458 respondents, all of whom were familiar with the @ptintiofficial Instagram account. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. Based on our findings, recommendations are provided to optimize PT INTI’s Instagram strategy, such as improving user interaction, ensuring consistent posting schedules, and utilizing innovative Instagram features. This study contributes to understanding the role of social media in shaping brand image and offers practical insights for PT INTI and other organizations aiming to strengthen their branding via Instagram. Future research is encouraged to investigate additional variables and employ diverse methodologies to broaden the scope of this topic.

Keywords: Brand image; Digital marketing; Instagram; PT INTI (Persero); Social media strategy. (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://learning-gate.com/index.php/2576-8484/article/view/6164/2214 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ajp:edwast:v:9:y:2025:i:4:p:1008-1015:id:6164

Access Statistics for this article

More articles in Edelweiss Applied Science and Technology from Learning Gate
Bibliographic data for series maintained by Melissa Fernandes ().