Instagram Content Influence on Agri-Cultured Brand Awareness: The Mediation of Green Brand Image

Agriculture is one of the largest resources in Indonesia. The problem agricultural industry today lack awareness farmers about health post-harvest technology because many still use chemicals their treatment. AGRI-Cultured a start-up that aims to overcome difficulties Branding main aspect attract consumers through perception company's image. Green Brand Image create sustainable image achieve green claims. To improve branding and brand for AGRI-Cultured, Social Media has become common communication method used as platform or mass media marketing. Nowadays, Instagram popular product promotion. This study determine marketing strategy on social its effect awareness. research quantitative with survey using an online questionnaire. There are 502 respondents this study. researcher Likert scale measure respondents' answers, which was then tested PLS-SEM program test magnitude variable. Based results study, t table value 1.96, influence count = 7.547, 15,212, 5.059 means these three hypothesis tests prove there positive occurs. conclusion content products. Through creation similar related content, it can increase