Instagram Coffee Shop Content Ideation for Pondok Aren (Bintaro) Community

The development of the coffee shop industry in Bintaro, South Tangerang is becoming more numerous and varied, this has given rise to competition for customers. Therefor Coffee carries out Instagram activities as a channel provide their content. However, 77.22% shops are dissatisfied with performance Instagram. In final project aims find what content attracts Bintaro Community how influences brand equity. This study uses PLS method independent variable Attractiveness (IA) dependent variables form Brand Awareness (BA), Image (BI), Perceived Quality (PQ), Love (BL) Re-usage Intention (RI). Data collection used Google which was distributed 210 respondents from community who use From results study, it found that accepted had positive impact on Awareness, Image, Quality. were Intention. rejected. It can be concluded Menu, Ambience Event at attractive types will have Equity. solutions planning, creating, also posting menu content, events ambience viral marketing strategies, building themes images, using photography techniques create