The Influence of Instagram Content Marketing on Purchase Intention: The Mediating Role of Brand Image and Consumer Engagement

Abstract

This study examines the effect of Instagram content marketing on purchase intention, with brand image and consumer engagement as mediating variables, among followers of the PPM Manajemen Instagram account. A quantitative approach was employed through a survey method involving 100 respondents. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via the SmartPLS software.

The results show that content marketing has a positive effect on brand image and consumer engagement. However, content marketing does not have a direct effect on purchase intention, but rather an indirect effect through brand image and consumer engagement as mediators. Both brand image and consumer engagement significantly influence purchase intention.

These findings highlight the importance of strengthening brand image and consumer engagement in content marketing strategies to drive consumer purchase intention. This study contributes to the digital marketing literature and offers practical insights for PPM Manajemen and other organizations in leveraging Instagram as an effective brand communication medium