Pemanfaatan Media Sosial untuk Membangun Kepercayaan Merk

Abstract

The purpose of this research is to analyze influence of social media instagram to create brand trust in Muhammadiyah University of Surakarta. The population on this research is all of Muhammadiyah University of Surakarta customers who had become follower of @umsurakarta. The technique sampling in this research is used purposive sampling by take 180 respondences based on criteria. Data collection method using field study in form of personal questionnaire.Analysis tools in this research usessimple regression and multiple linear regression. Based on the result are found some finding, the first is brand awareness has not significant influence at brand trust and the second is brand image has significant influence at brand trust.