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

Resumo

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.

Tipo

Artigo

Área

Administração

Ano

2025

Idioma

Inglês

Páginas

16

Licença

CC BY

DOI

10.61796/ijaifd.v2i10.418

Como citar (ABNT)

SALSHABILLA, Zalwa Raniah; YULIANTO, Mochamad Rizal. CONTENT MARKETING, DIGITAL INTERACTION, AND UPLOAD FREQUENCY ON CONSUMER PURCHASING DECISIONS IN DIGITAL MARKETING THROUGH INSTAGRAM SOCIAL MEDIA. International Journal of Artificial Intelligence for Digital Marketing, v. 2, n. 10, p. 49-64, 2025. DOI: 10.61796/ijaifd.v2i10.418.