Track: Business Management

Abstract

This research aims to determine the effectiveness of brand matter and customer engagement moderated by perceived popularity and perceived likelihood of adding value to the co-promotion of the Adidas brand for Instagram users. The brand matter consists of Brand Customer Services, Brand Interactivity (I), Brand Intimacy (B.I.), and Brand Satisfaction (B.S.). The research sample used is non-probability sampling with a purposive sampling method, namely consumers who have used the Adidas brand, with 273 respondents Jakarta and Tangerang area. Data Collection for this study is electronically distributed through the google forms and sended the respondents’ e-mails. The data analysis technique used regression analysis with structural equation models with AMOS statistical application. Implementing descriptive analysis and discussions showed that all hypotheses are significant and accepted and positively affected the Adidas brand variable. There are several exciting findings in this study that will be presented in the body of this paper because most of the respondents are from the millennial generation.