Inovasi Digital Dalam Promosi Media Sosial Melalui Fitur Kolaborasi Instagram @nyaimercon

The rapid digital development has transformed traditional marketing into interactive social media-based marketing. One popular platform in Indonesia is Instagram, which offers various marketing features such as the collaboration feature. This study analyzes the effect of Instagram's collaboration feature on brand awareness and purchase decisions for the fast-food brand Nyai Mercon. This research employs a quantitative method using Structural Equation Modeling-Partial Least Square (SEM-PLS). The sample consists of 187 respondents exposed to collaborative Instagram content from @nyaimercon. The results indicate that the collaboration feature positively and significantly affects brand awareness and purchase decisions directly and through brand awareness mediation. The practical implication of this study highlights the importance of optimizing collaboration features to enhance digital marketing effectiveness and the competitiveness of SMEs in the global market.