Pengaruh Desain Visual Konten, Copywriting dan Interaksi Pengguna Instagram Terhadap Peningkatan Brand Awareness Impro Digital Malang

The growth of social media as a digital marketing channel encourages companies to optimize brand communication strategies through engaging content, persuasive messages, and active audience interaction. Instagram is one of the main platforms used by Impro Digital Malang for publication, promotion, and communication with users; however, the effectiveness of visual content design, copywriting, and user interaction in enhancing brand awareness still needs empirical examination. This study aims to analyze the effects of visual content design, copywriting, and user interaction on brand awareness of Impro Digital Malang, both individually and collectively. This research employed a quantitative explanatory approach with a population consisting of Instagram users who had viewed or interacted with the @improdigitalmalang account. A purposive sampling technique was used to collect data from 150 respondents. Data were gathered through an online Likert-scale questionnaire and analyzed using multiple linear regression with IBM SPSS. The results indicate that, partially, visual content design does not have a significant effect on brand awareness, while copywriting and user interaction have positive and significant effects. Simultaneously, the three variables significantly influence brand awareness with a contribution value of 36.4%, and the most dominant variable is copywriting. These findings suggest that improving brand awareness on Instagram is not solely determined by visuals, but is more strongly influenced by message quality and audience engagement. Therefore, Impro Digital Malang is advised to prioritize persuasive copywriting and strengthen two-way interaction with followers to reinforce brand awareness.