Analysis of the Influence of Instagram Social Media on Brand Loyalty Through Brand Trust and Brand Equity on Bilka Supermarket Product Salesin Surabaya

This research aims to analyze the impact of Instagram on sales through brand loyalty, trust, and equity and examine the management strategies Bilka uses to maintain product purchases via social media. A quantitative approach with questionnaires was used involving active Instagram users. Descriptive statistical analysis and SEMPLS were applied. The results show a diverse consumer age range, with most respondents aged 18-35. Instagram significantly influences brand loyalty, trust, and equity, positively impacting sales. The management strategies include continuous promotions, active consumer interaction, and attractive offers. In conclusion, Instagram effectively strengthens consumer relationships and boosts sales with the right strategy. Contribution to Sustainable Development Goals (SDGs):SDG 3: Decent Work and Economic GrowthSDG 9: Industry, Innovation, and InfrastructureSDG 12: Responsible Consumption and Production