THE INFLUENCE OF INTERACTIVE MARKETING THROUGH INSTAGRAM ONBRAND AWARENESS DIGITAL APPLICATION BYOND BY BSI

Pradipta Febiyanto

Pradipta Febiyanto Universitas Pekalongan

Keywords: Interactive Marketing, Brand Awareness, Instagram, Millenials, Gen Z, Byond by BSI

Abstract

The development of social media has driven change significant in digital marketing strategies, especially among millennials and Gen Z. Instagram social media is widely used by banks to build two-way communication with their customers. The purpose of this study is to analyze the influence of interactive marketing through Instagram social media onbrand awareness Byond by BSI digital application for millennials and Gen Z in Pekalongan City. Studys this appliess quantitative approachs by usings methodssurvey as a techniques The main data collection instrument. The sample consisted of 80 respondents who were active Instagram users aged 17-35 years and domiciled in Pekalongan City. Data in the form of questionnaires withs scale measurements likert. Analysis datas dones through several stages, including testingsvalidity, testsreliability, assumption testings classical, as well as linear regressions simple and tests t, all of which were processed using SPSS software. Based on the results of data processing, it was found that interactive marketing via Instagram contributed positively and significantly to increasingbrand awareness Byond by BSI digital application. Interactive marketing dimensions such as visual content, interactive features, engagement, and user-generated content proven to increasebrand recognition, brand recall, brand dominance, as well as top of mind This finding reinforces the theory that consumer participation-based marketing strategies are highly relevant for the millennial and Gen Z segments.

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