Dissecting Instagram’s Impact on Brand Image and Customer Behavior for Ramu Nostalgia Indonesia in an Era of Rapid Digital Marketing Evolution

Digital marketing via social media in the food and beverage (F&B) sector is witnessing rapid growth, as seen with Ramu Nostalgia on Instagram. The goal of this research is to assess the impact of Instagram on the hedonic brand image and its subsequent effect on customer behavior at Ramu Nostalgia Indonesia. The study adopts a quantitative research methodology. Questionnaires were randomly distributed to 113 customers of Ramu Nostalgia Indonesia. A structural equation model (SEM) via the SmartPLS 3 software was used for analysis. The findings confirm a significant impact of social media on the hedonic brand image, which, in turn, greatly influences the customer behavior of Ramu Nostalgia Indonesia. It’s recommended for Ramu Nostalgia Indonesia to sustain its effective social media marketing approach and tailor its promotional strategies to its target audience. This study’s implications suggest that businesses should align their advertisements and promotions on social media with their target demographics to cultivate a favorable hedonic brand image and customer behavior. The established customer behavior can then motivate initial purchases, repeat transactions, and product recommendations to others.