The Influence of Digital Content Quality and Instagram Engagement on the Purchase Intention of Sriayu Coffee and Eatery Customers in Tegal Regency
DOI:
https://doi.org/10.24905/icobis.v2i1.44Keywords:
digital content quality, Instagram social media engagement, consumer purchase intentionAbstract
The use of Instagram as a digital marketing medium encourages cafe businesses to present quality content and build meaningful interactions with consumers. This study aims to analyze the influence of digital content quality and Instagram social media engagement on consumer purchase intention at Sriayu Coffee and Eatery Cafe in Tegal Regency. This research employed a quantitative explanatory approach using a survey questionnaire. The sample consisted of 100 respondents who followed the @sriayucoffeeandeatery Instagram account and had purchased products from the cafe. The collected ordinal data were transformed into interval data using the Method of Successive Interval (MSI) and analyzed using multiple linear regression with SPSS version 22. The results show that digital content quality has a positive and significant partial effect on consumer purchase intention, while Instagram social media engagement does not have a significant partial effect. Simultaneously, digital content quality and Instagram social media engagement have a positive and significant effect on consumer purchase intention. The coefficient of determination indicates that the two independent variables explain 47.6% of the variation in consumer purchase intention, while the remaining 52.4% is explained by other factors outside the research model. The findings indicate that content quality should remain a priority in Sriayu Coffee and Eatery's digital marketing strategy, while social media engagement needs to be developed into more meaningful and purchase-oriented interaction.
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