Analysis Of The Influence Of User Experience and Digital Content Attraction On Instagram @Bara.Lpg On Customer Purchase Intention

Abstract

Social media, especially Instagram, is an effective marketing tool in influencing consumer purchasing decisions. This study analyzes the influence of user experience and digital content attraction on customer purchase intention on the Instagram account @bara.lpg. The research method used was quantitative with multiple linear regression. Data was collected through an online questionnaire from 119 respondents who followed the @bara.lpg account. The results of the study show that user experience and digital content attraction have a positive and significant effect on customer purchase intention. The conclusion of this study confirms that a good user experience and engaging digital content can increase consumer buying interest. Therefore, @bara.lpg accounts are recommended to continuously increase the interaction and appeal of their content.