Abstract
Two years ago, plastic waste in Indonesia has reached 66.5 million tons and in 2025, it can reach 70.8 million tons with an estimated that each person produces 0.7 kilograms of waste per day. Telkomsel, launched the #BhayPlastik movement on December 17, 2018, regarding protecting the environment. The research aims to find out how the #BhayPlastik campaign on Instagram by Telkomsel build the brand. This research used a mix method. Mix-method research is a method that combines qualitative and quantitative approaches in terms of methodology as in the data collection stage. The results show that the #BhayPlastik campaign has a positive influence on Telkomsel's brand image. This regression analysis can be declared valid, because a value of 0.674 indicates a positive value. Telkomsel has strength in its competence as a telecommunications company that also cares about the environment. Conclusion, through the #Bhayplastic campaign on Instagram, Telkomsel succeeded in strengthening the brand on its Instagram followers. Telkomsel is getting its identity as a telecommunications product that cares about environmental preservation.
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