The Effect of Content Marketing and Social Media Engagement on Purchase Intention for Kahf Face Wash Among Instagram Users
DOI:
https://doi.org/10.24905/icobis.v2i1.34Keywords:
Content Marketing, Social Media Engagement, Instagram, Purchase Intention, Kahf Face WashAbstract
The development of social media has changed consumer behavior in seeking product information before making a purchase. Kahf uses Instagram as a digital marketing platform by delivering content marketing and encouraging social media engagement. This study aims to analyze the effects of content marketing and social media engagement on purchase intention for Kahf Face Wash among Instagram users. A quantitative approach was employed, involving 100 Instagram users who knew of or had seen promotional content for Kahf Face Wash. Data were collected using questionnaires, transformed using the Method of Successive Interval (MSI), and analyzed through multiple linear regression with SPSS version 26. The results show that content marketing has a positive and significant effect on purchase intention, with a beta coefficient of 0.398 and a significance value of 0.000. Social media engagement also has a positive and significant effect on purchase intention, with a beta coefficient of 0.278 and a significance value of 0.003. Together, content marketing and social media engagement have a significant effect on purchase intention. The coefficient of determination (R²) is 0.357, or 35.7%, while the remaining 64.3% is associated with factors outside the scope of this study
References
Agustini, F., Salam, R., & Tantra, A. (2022). Analisis interaksi sosial content marketing dan influencer marketing terhadap minat beli produk kosmetik. Jurnal Manajemen dan Bisnis (JMB), 6(2), 201–212.
Efendioglu, I. H., & Durmaz, Y. (2022). The impact of perceptions of social media advertisements on advertising value, brand awareness and brand associations: Research on Generation Y Instagram users. International Journal of Marketing Studies, 14(2), 89–102.
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165.
Kotler, P., & Armstrong, G. (2017). Principles of Marketing. Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson.
Lemeshow, S., Hosmer, D. W., Klar, J., & Lwanga, S. K. (1990). Adequacy of Sample Size in Health Studies. John Wiley & Sons.
Pranata, B., & Winarko, H. B. (2023). Social Media Marketing in Shaping Behavioral Intentions (Study on the Influence of Social Media Marketing Content, Brand Trust, Brand Experience of Kahf Skincare on Behavioral Intentions of Instagram Followers @Kahfeveryday Through Relation Bonds). Journal of Consumer Marketing and Brand Strategy, 7(2), 134–149. https://doi.org/10.21002/jcmbs.v7i2.420
Pujinata, H. K. R., & Efrata, T. C. (2023). Pengaruh e-WOM, content marketing, dan consumer innovativeness terhadap minat beli produk skincare di Indonesia.
Rossanhaz Syah, M., Firdaus, A., & Gunawan, I. (2024). Pengaruh Content Marketing Terhadap Customer Engagement Pada Instagram @Dearmebeauty (PT Garland Cantik Indonesia). Jurnal Riset Manajemen dan Akuntansi (JRMA), 12(1), 34–45. https://doi.org/10.33508/jrma.v12i1.302
Sugiyono. (2019). Metode Penelitian Kuantitatif. Alfabeta.
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122–146.
We Are Social & Hootsuite. (2024). Digital 2024: Global Overview Report.
Wijanarko, A., Pratama, Y., & Hesti, S. (2025). Content marketing, influencer marketing, dan ulasan online mendorong minat beli skincare. Jurnal Sistem Informasi dan Bisnis Digital, 4(2), 178–189.
YCP Insights. (2025). The Rise of Male Grooming and Skincare Industry Growth in Indonesia. YCP Solidiance Research Report.
