The Use of Instagram in Creating Brand Equity of Nosh Kitchen

摘要

Online branding activities can save time and reach all levels of society. Nosh Kitchen, a restaurant brand, is active in providing information and branding activities about its restaurant to its consumers through social media. This research aimed to understand the use of Instagram to create Nosh Kitchen's brand equity and find the obstacles and solutions for Nosh Kitchen in creating a strategy to build brand equity through Instagram. This research used a descriptive qualitative method through data collection with observation, in-depth interviews, and documentation. Besides, this research used the analytic data reduction technique of the Miles and Huberman model. The data analysis consists of data reduction, data presentation, and drawing conclusions and verification. The results indicated that Nosh Kitchen had gained its brand awareness on its formative efforts on Instagram. Moreover, Nosh Kitchen has created brand equity efforts by increasing its brand awareness, so that Nosh Kitchen needs to develop a better Instagram social media strategy.