AN ANALYSIS OF ENGLISH USE IN NATIONWIDE BRANDS’ INSTAGRAM CONTENT IN ATTRACTING MULTIGENERATIONAL CUSTOMERS

Amala Rosalind Anjanette, 2022, An Analysis of English Use in Nationwide Brands’ Instagram Content in Attracting Multigenerational Customers, supervised by Nasmilah and Nadirah Mahaseng.


This research was conducted to find out the effect English language has when used by local brands on Instagram upon attracting customers from different age groups. To attain that, the writer proposes two questions: 1) To what extent does the use of English language on the brands’ Instagram page affect their potential customers, and 2) Would certain age groups prefer brands using English rather than Bahasa Indonesia?

Data collection process involved 40 respondents from Makassar who filled out an online questionnaire form containing 10 question items that helped figure out respondents’ preferences and behaviors when making purchasing decision on local brands’ Instagram account. The received responses were then translated and analyzed.

The findings of this research showed that the word choices used in local brand’s Instagram content (mainly post and story) affected the respondents’ purchase decision the most. In addition, from the comparison of two different generations, the group of those who were born later (namely Generation Z) are more attracted to local brands that utilize English use as a part of their marketing strategy.

Keywords : Instagram, local brand, English language, age group, purchase decision