INSTAGRAM’S VISUAL CONTENT MARKETING (VCM) ANALYSIS OF PURCHASE DECISION THROUGH CUSTOMER ENGAGEMENT AT HIKING COMPANY
Abstrak
The role of social media content on Instagram makes marketing strategies easier to reach potential customers by showing visual content in the uploaded photos or videos. But not any visual content would deliver right into every customer pages. So that many companies are competing to create effective visual content to attract purchases. The aim of this study is to examine customer engagement in mediating the relationship between visual content marketing toward purchase decisions. This research uses quantitative methods with an associative-descriptive approach. The data was obtained by distributing a questionnaire with a purposive sampling technique to a sample of 180 people. PLS-SEM as data analysis with the SmartPLS 3 application. The findings of this study reveal that visual content marketing and customer engagement have a positive and significant effect on purchase decisions and customer engagement has a positive effect on mediating the relationship between visual content marketing and purchase decisions.Referensi
Abdjul, F., Massie, J. D. ., & Mandagie, Y. (2022). The Influence of Content Marketing, Search Engine Optimization and Social Media Marketing on the Purchasing Decisions of Feb Unsrat Students in E-Commerce Sociolla. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(3), 225. https://doi.org/10.35794/emba.v10i3.41752
Afriansyah, R., Ramdan, A. M., & Jhoansyah, D. (2021). Online Purchasing Decisions Based on Reference Group, Family and Role and Status. BUDGETING : Journal of Business, Management and Accounting, 2(2), 529–539. https://doi.org/10.31539/budgeting.v2i2.1751
Anggraeni, P. D., & Sabrina, T. A. (2021). Anaylsis Customer Engagement Toward Café in Tegal City. Journal of Tourism and Economic, 4(1), 18–27. https://doi.org/10.36594/jtec.v4i1.106
du Plessis, C. (2022). A Scoping Review of the Effect of Content Marketing on Online Consumer
Behavior. SAGE Open, 12(2). https://doi.org/10.1177/21582440221093042
Fox, A. K., Nakhata, C., & Deitz, G. D. (2019). Eat , drink , and create content : a multi-method exploration of visual social media marketing content. International Journal of Advertising, 0(0), 1–21. https://doi.org/10.1080/02650487.2018.1535223
Karpenka, L. (2021). The Influence of a Brand ’ s Visual Content on Consumer Trust in Social Media Community Groups. Journal of Theoretical and Applied Electronic Commerce Research, 2424–2441.
Kujur, F., & Singh, S. (2020). Visual communication and Consumer-Brand relationship on Social Networking Sites - Uses & Gratifications Theory Perspective. Journal of Theoretical and Applied Electronic Commerce Research, 15(1), 30–47. https://doi.org/10.4067/S0718-18762020000100104
Lestari, S., Harmawan Saputra, M., & Galih Prasaja, M. (2023). Analysis of the Influence of Content Marketing on Purchase Decisions with Consumer Engagement as a Mediating Variable (Study on Somehinc Product Users). Jurnal Volatilitas, 5(5), 164–181.
Mubarrak, M. J., Yusuf, I., & Nurfitriya, M. (2023). Content marketing efforts in improving consumer purchase decision in Titip Weh. Enrichment: Journal of Management, 13(2), 1245–1251.
Mukarromah, U., Sasmita, M., & Rosmiati, L. (2022). The Influence of Content Marketing and Brand Image on Purchase Decision Through Purchase Intetion as a Variable Mediation on Tokopedia. MASTER: Jurnal Manajemen Strategik Kewirausahaan, 2(1), 73–84. https://doi.org/10.37366/master.v2i1.444
Misriah Ariyanis, R. S., Dhameria, V., & Pratiwi, E. The Effect of Promotions Through Instagram Social Media on Purchase Decisions at the Shopee Marketplace (2021). 1578-1583 Accredited. Jurnal Mantik, 5(3), 1578–1583.
Ng, S. C., Sweeney, J. C., & Plewa, C. (2020). Customer engagement: A systematic review and future research priorities. Australasian Marketing Journal, 28(4), 235–252.
Pangestu, Q. D., & Tranggono, D. (2022). The Influence of Instagram Content Marketing on Disney+Hotstar's Brand Image During the Covid-19 Pandemic. Jurnal Signal, 10(1), 124. https://doi.org/10.33603/signal.v10i01.7005
Putri, D. O., Suci, R. P., & Mulyono. (2022). The Role of Consumer Engagement as Mediating Variable Toward Influence of Content Marketing on Purchase Decision in the Digital Marketing Era (Study on customer of brand fashion Realizm87). Bulletin of Management and Business, 3(1), 284–293. https://doi.org/10.31328/bmb.v3i1.203
Rivaldo, Y., Sabri, Amang, A., & Syarifuddin. (2022). Influence of Marketing Strategy, Trust, and Perceptionservice Quality of Purchasing Decisions. Jurnal Manajemen Dan Kewirausahaan, 02(01), 20–35. https://doi.org/10.36352/jumka.v2i1.335
Santy, R. D., & Andriani, R. (2023). Purchase Decision in Terms of Content Marketing and E-Wom on Social Media. Journal of Eastern European and Central Asian Research, 10(6), 921–928. https://doi.org/10.15549/jeecar.v10i6.1502
Ul Huda, I., Karsudjono J, A., & Darmawan, R. (2021). The Influence of Content Marketing and Lifestyle on Purchase Decision in SMEs at Social Media. Jurnal Komunikasi Bisnis dan Manajemen 8(1), 32–40.
Utami, G. R., & Saputri, M. E. (2020). The Influence of Social Media Marketing on Customer Engagement and Brand Loyalty on Tokopedia Instagram Accounts under a Creative Commons Attribution (CC-BY-NC-SA) 4.0 license CORE View metadata, citation and similar papers at core.ac.uk provided by Electro. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 5(2), 185–198. http://jrmb.ejournal feuniat.net/index.php/JRMB/article/view/388
Conference Paper/Proceeding
Adilla, P., & Hendratmoko, C. (2023). The Influence of Brand Image, Price, Product Quality and Content Marketing on Decisions to Purchase Thrift Goods via Instagram in Solo Raya. Seminar Nasional Pariwisata Dan Kewirausahaan (SNPK), 2, 455–466. https://doi.org/10.36441/snpk.vol2.2023.152
Books
Gamble, Stephen. (2016). Visual Content Marketing: Leveraging Infographics, Video, and Interactive
Media to Attract and Engage Customers. United States:John Wiley and Sons
Ghozali, Imam dan Hengky Latan (2015). Partial Least Squares Konsep Teknik dan Aplikasi dengan
Program Smart PLS 3.0. Semarang: Universitas Diponegoro Semarang.
Ghozali, I dan Latan, H. (2016). Konsep, Teknik, Aplikasi Menggunakan Smart PLS 3.0 Untuk Penelitian
Empiris. Semarang: Universitas Diponegoro Semarang
Afriansyah, R., Ramdan, A. M., & Jhoansyah, D. (2021). Online Purchasing Decisions Based on Reference Group, Family and Role and Status. BUDGETING : Journal of Business, Management and Accounting, 2(2), 529–539. https://doi.org/10.31539/budgeting.v2i2.1751
Anggraeni, P. D., & Sabrina, T. A. (2021). Anaylsis Customer Engagement Toward Café in Tegal City. Journal of Tourism and Economic, 4(1), 18–27. https://doi.org/10.36594/jtec.v4i1.106
du Plessis, C. (2022). A Scoping Review of the Effect of Content Marketing on Online Consumer
Behavior. SAGE Open, 12(2). https://doi.org/10.1177/21582440221093042
Fox, A. K., Nakhata, C., & Deitz, G. D. (2019). Eat , drink , and create content : a multi-method exploration of visual social media marketing content. International Journal of Advertising, 0(0), 1–21. https://doi.org/10.1080/02650487.2018.1535223
Karpenka, L. (2021). The Influence of a Brand ’ s Visual Content on Consumer Trust in Social Media Community Groups. Journal of Theoretical and Applied Electronic Commerce Research, 2424–2441.
Kujur, F., & Singh, S. (2020). Visual communication and Consumer-Brand relationship on Social Networking Sites - Uses & Gratifications Theory Perspective. Journal of Theoretical and Applied Electronic Commerce Research, 15(1), 30–47. https://doi.org/10.4067/S0718-18762020000100104
Lestari, S., Harmawan Saputra, M., & Galih Prasaja, M. (2023). Analysis of the Influence of Content Marketing on Purchase Decisions with Consumer Engagement as a Mediating Variable (Study on Somehinc Product Users). Jurnal Volatilitas, 5(5), 164–181.
Mubarrak, M. J., Yusuf, I., & Nurfitriya, M. (2023). Content marketing efforts in improving consumer purchase decision in Titip Weh. Enrichment: Journal of Management, 13(2), 1245–1251.
Mukarromah, U., Sasmita, M., & Rosmiati, L. (2022). The Influence of Content Marketing and Brand Image on Purchase Decision Through Purchase Intetion as a Variable Mediation on Tokopedia. MASTER: Jurnal Manajemen Strategik Kewirausahaan, 2(1), 73–84. https://doi.org/10.37366/master.v2i1.444
Misriah Ariyanis, R. S., Dhameria, V., & Pratiwi, E. The Effect of Promotions Through Instagram Social Media on Purchase Decisions at the Shopee Marketplace (2021). 1578-1583 Accredited. Jurnal Mantik, 5(3), 1578–1583.
Ng, S. C., Sweeney, J. C., & Plewa, C. (2020). Customer engagement: A systematic review and future research priorities. Australasian Marketing Journal, 28(4), 235–252.
Pangestu, Q. D., & Tranggono, D. (2022). The Influence of Instagram Content Marketing on Disney+Hotstar's Brand Image During the Covid-19 Pandemic. Jurnal Signal, 10(1), 124. https://doi.org/10.33603/signal.v10i01.7005
Putri, D. O., Suci, R. P., & Mulyono. (2022). The Role of Consumer Engagement as Mediating Variable Toward Influence of Content Marketing on Purchase Decision in the Digital Marketing Era (Study on customer of brand fashion Realizm87). Bulletin of Management and Business, 3(1), 284–293. https://doi.org/10.31328/bmb.v3i1.203
Rivaldo, Y., Sabri, Amang, A., & Syarifuddin. (2022). Influence of Marketing Strategy, Trust, and Perceptionservice Quality of Purchasing Decisions. Jurnal Manajemen Dan Kewirausahaan, 02(01), 20–35. https://doi.org/10.36352/jumka.v2i1.335
Santy, R. D., & Andriani, R. (2023). Purchase Decision in Terms of Content Marketing and E-Wom on Social Media. Journal of Eastern European and Central Asian Research, 10(6), 921–928. https://doi.org/10.15549/jeecar.v10i6.1502
Ul Huda, I., Karsudjono J, A., & Darmawan, R. (2021). The Influence of Content Marketing and Lifestyle on Purchase Decision in SMEs at Social Media. Jurnal Komunikasi Bisnis dan Manajemen 8(1), 32–40.
Utami, G. R., & Saputri, M. E. (2020). The Influence of Social Media Marketing on Customer Engagement and Brand Loyalty on Tokopedia Instagram Accounts under a Creative Commons Attribution (CC-BY-NC-SA) 4.0 license CORE View metadata, citation and similar papers at core.ac.uk provided by Electro. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 5(2), 185–198. http://jrmb.ejournal feuniat.net/index.php/JRMB/article/view/388
Conference Paper/Proceeding
Adilla, P., & Hendratmoko, C. (2023). The Influence of Brand Image, Price, Product Quality and Content Marketing on Decisions to Purchase Thrift Goods via Instagram in Solo Raya. Seminar Nasional Pariwisata Dan Kewirausahaan (SNPK), 2, 455–466. https://doi.org/10.36441/snpk.vol2.2023.152
Books
Gamble, Stephen. (2016). Visual Content Marketing: Leveraging Infographics, Video, and Interactive
Media to Attract and Engage Customers. United States:John Wiley and Sons
Ghozali, Imam dan Hengky Latan (2015). Partial Least Squares Konsep Teknik dan Aplikasi dengan
Program Smart PLS 3.0. Semarang: Universitas Diponegoro Semarang.
Ghozali, I dan Latan, H. (2016). Konsep, Teknik, Aplikasi Menggunakan Smart PLS 3.0 Untuk Penelitian
Empiris. Semarang: Universitas Diponegoro Semarang
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