The Effect of Posting Consistency and Informational Content on Generation Z Consumers’ Purchase Intention through Instagram @ngopiditegal
DOI:
https://doi.org/10.24905/icobis.v2i1.37Keywords:
Posting Consistency, Informational Content, Instagram, Purchase Intention, Generation ZAbstract
The development of social media has transformed marketing communication patterns and consumer behavior in obtaining information before making purchasing decisions. Instagram has become an important visual channel for local businesses, including coffee-related micro, small, and medium enterprises (MSMEs). This study examines the influence of posting consistency and informational content on Generation Z consumers’ purchase intention through the Instagram account @ngopiditegal, which publishes information and promotions about coffee shops in Tegal City and Tegal Regency. A quantitative survey was conducted with 100 followers belonging to Generation Z, selected using purposive sampling. Questionnaire responses measured on a five-point Likert scale were transformed using the Method of Successive Interval (MSI) and analyzed with multiple linear regression in SPSS version 22. The results indicate that posting consistency has a positive and statistically significant relationship with purchase intention (coefficient = 0.241; t = 4.821; p < .001). Informational content also has a positive and statistically significant relationship (coefficient = 0.503; t = 5.760; p < .001). The study reports a significant joint effect and an R² of 0.587, meaning that the two predictors account for 58.7% of the observed variation in purchase intention. The findings support the usefulness of regular communication and decision-relevant information in social-media promotion while indicating that other consumer and business factors also remain important.
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