Thanks to the growth of the internet, ride-hailing apps have grown rapidly in Indonesia. One app that plays an important role in this industry is Grab, which was originally known as MyTeksi before evolving into a broader online transportation platform. Grab has expanded its services not only in transportation but also in digital payments, food delivery, and various other services. This study aims to analyze the influence of Social Media Marketing (Entertainment, Interaction, Trendiness, Customization, and E-WOM) conducted on Instagram on Consumer- Brand Engagement and Brand Knowledge consisting of Brand Awareness and Brand Image on Grab. Social media, especially Instagram, is a crucial marketing tool in building brand image and increasing customer engagement with the Grab brand. This research utilizes a quantitative method with a causal and descriptive analysis approach, where survey questionnaires were distributed to Instagram users who follow or have seen Grab content on the platform. Data was collected from 405 respondents through Google Forms. The analysis technique used in this research is Structural Equation Modeling (SEM) using the Smart PLS 4 application. The results showed that the dimensions of entertainment, customization, and E-WOM have a positive impact on brand engagement, while interaction and trendiness have a negative impact on brand engagement. In addition, brand engagement has a positive impact on brand awareness and brand image. The findings of this study can help students, lecturers, marketers, and companies in understanding social media marketing through Instagram and utilize these insights for further research and strategy improvement in meeting the needs of companies.
Keyword : Entertainment, interaction, trendiness, customization, e-wom, brand engagement, brand awareness, brand image