Pengaruh Kualitas Konten, Interaksi (Engagement), Dan Promosi Melalui Instagram Terhadap Keputusan Pembelian Pada Konsumen Richeese Factory Malang Town Square

Abstract

Abstract

The rapid development of social media has encouraged companies to utilize Instagram as a marketing platform to build relationships with consumers and influence purchase decisions. This study aims to analyze the influence of content quality, interaction, and promotion on Instagram toward consumers’ purchase decisions at Richeese Factory Malang Town Square. A quantitative approach with an explanatory research design was employed. Data were collected through questionnaires using a five-point Likert scale from 80 respondents selected through purposive sampling. The data were analyzed using IBM SPSS Statistics, including validity and reliability tests, classical assumption tests, multiple linear regression, coefficient of determination (R²), t-test, and F-test. The findings reveal that content quality, interaction, and promotion simultaneously have a significant effect on purchase decisions (Sig. = 0.000 < 0.05). Partially, content quality has no significant effect (Sig. = 0.081 > 0.05), while interaction (Sig. = 0.003 < 0.05) and promotion (Sig. = 0.011 < 0.05) significantly influence purchase decisions. Interaction is the strongest predictor (β = 0.329). The Adjusted R Square value of 0.188 indicates that the three variables explain 18.8% of the variance in purchase decisions. These findings suggest that strengthening customer interaction and implementing effective promotional strategies on Instagram can enhance consumers’ purchase decisions..

Keywords : Social Media Marketing, Instagram, Content Quality, Interaction, Promotion, Purchase Decision.