This research was conducted with the aim of analyzing and assessing the
influence of Salad.Nyo's Instagram marketing activities on brand awareness, brand
image and repurchase intention. Data from this study were collected through
questionnaires distributed using Google Forms online. Model testing in this study
uses partial least square path modeling (PLS-SEM), with applications SmartPLS
4.0.8.9 software. The purposive sampling technique was used to determine the
sample. The information was gathered through online questionnaires distributed to
157 respondents who met the criteria which had seen the Salad.Nyo Instagram
account and purchased Salad.Nyo Product. Results obtained from this research
show that entertainment, and word of mouth carried out on Instagram have had a
positive and significant impact on brand awareness of the Salad.Nyo brand. as
entertainment, customization, interaction, and word of mouth have had a positive
and significant impact on brand image. Brand awareness and brand image had a
positive and significant impact on repurchase intention.