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CONTENT MARKETING, DIGITAL INTERACTION, AND UPLOAD FREQUENCY ON CONSUMER PURCHASING DECISIONS IN DIGITAL MARKETING THROUGH INSTAGRAM SOCIAL MEDIA

Authors

  • Zalwa Raniah Salshabilla

    Muhammadiyah University of Sidoarjo, Indonesia

  • Mochamad Rizal Yulianto

    Muhammadiyah University of Sidoarjo, Indonesia
DOI:
https://doi.org/10.61796/ijaifd.v2i10.418
Keywords:
Content marketing, Digital interactions, Post frequency, Purchase decision
Abstract

Objective: This study aims to analyze the influence of Content Marketing, digital interaction, and upload frequency on consumer purchasing decisions on Instagram. Method: The research method used a quantitative approach with a purposive sampling technique on 100 respondents, as well as multiple linear regression analysis using SPSS 25. Results: The results showed that marketing content had a positive but insignificant effect, while digital interaction and upload frequency had a significant positive effect on purchasing decisions. Simultaneously, all three variable had a significant effect with a contribution of 56,2%. Novelty: This finding emphasizes the importance of integrating content, interaction, and upload consistency to improve consumer purchasing decisions on Instagram.

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Published
2025-10-25
Issue
Vol. 2 No. 10 (2025): International Journal of Artificial Intelligence for Digital Marketing
Section
Article
License

Copyright (c) 2025 Zalwa Raniah Salshabilla, Mochamad Rizal Yulianto

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

CONTENT MARKETING, DIGITAL INTERACTION, AND UPLOAD FREQUENCY ON CONSUMER PURCHASING DECISIONS IN DIGITAL MARKETING THROUGH INSTAGRAM SOCIAL MEDIA. (2025). International Journal of Artificial Intelligence for Digital Marketing, 2(10), 49-64. https://doi.org/10.61796/ijaifd.v2i10.418

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