Analysis of the Influence of Honeycomb Model Dimensions in Teratu Beauty's Instagram Social Media Marketing on Brand Equity

Yasmine Putri Gustano; Nurafni Rubiyanti; Yogi Suprayogi

doi:10.36948/ijfmr.2026.v08i01.66957

Analysis of the Influence of Honeycomb Model Dimensions in Teratu Beauty's Instagram Social Media Marketing on Brand Equity

Author(s)	Yasmine Putri Gustano, Nurafni Rubiyanti, Yogi Suprayogi
Country	Indonesia
Abstract	Companies, especially local beauty companies operating inside micro, small, and medium businesses (MSMEs), are facing fiercer competition as the beauty market in Indonesia continues to develop. In light of this reality, it is critical for businesses to work on improving both the quality of their products and the equity their brands have with customers. Using Instagram as their primary platform for audience contact and engagement is a common social media marketing tactic used by beauty firms. As a local MSME-based beauty firm, Teratu Beauty uses Instagram for marketing purposes; nonetheless, it is still necessary to do empirical research to determine whether or not these efforts effectively develop firm Equity. The purpose of this research is to examine how Teratu Beauty's brand equity was affected by social media marketing using the Honeycomb Model. This model is operationalized into seven independent variables: identity, conversation, sharing, presence, reputation, relationship, and groups. To investigate their impact on Brand Equity, we consider these seven factors, which are generated from the Honeycomb Model's dimensions, as independent variables. The researchers in this study used a quantitative technique that was both descriptive and causal in nature. The data was examined using multiple linear regression analysis with the help of SPSS software. The data was acquired by distributing questionnaires to 300 Instagram followers of Teratu Beauty. The findings show that Teratu Beauty's Brand Equity is positively and significantly impacted by Honeycomb Model Social Media Marketing. It has been partially shown that all factors included in the Honeycomb Model significantly impact Brand Equity. The results show that local beauty brands' Brand Equity is boosted by the quality of their Instagram marketing, especially when it comes to creating brand identity, encouraging interaction, growing audience engagement, and producing brand reputation.
Keywords	Social Media Marketing, Honeycomb Model, Brand Equity, Instagram, Beauty MSMEs
Field	Business Administration
Published In	Volume 8, Issue 1, January-February 2026
Published On	2026-01-20
DOI	https://doi.org/10.36948/ijfmr.2026.v08i01.66957

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Analysis of the Influence of Honeycomb Model Dimensions in Teratu Beauty's Instagram Social Media Marketing on Brand Equity

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