CONTENT MARKETING, DIGITAL INTERACTION, AND UPLOAD FREQUENCY ON CONSUMER PURCHASING DECISIONS IN DIGITAL MARKETING THROUGH INSTAGRAM SOCIAL MEDIA
- Authors
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Zalwa Raniah Salshabilla
Muhammadiyah University of Sidoarjo, Indonesia -
Mochamad Rizal Yulianto
Muhammadiyah University of Sidoarjo, Indonesia
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- Keywords:
- Content marketing, Digital interactions, Post frequency, Purchase decision
- Abstract
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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
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- Article
- License
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Copyright (c) 2025 Zalwa Raniah Salshabilla, Mochamad Rizal Yulianto
This work is licensed under a Creative Commons Attribution 4.0 International License.
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