Coffeeing By Content: An Analysis Of The Influence Of Instagram On Consumer Purchasing Behavior At Bongsu Signature

Abstract

This study aims to determine the influence of marketing content on brand awareness, lifestyle, and consumer purchase decision  of Bongsu Signature. The background of this research departs from the importance of the role of social media as a means of promotion that is able to shape consumer perception of a brand. The method used is a quantitative approach by distributing questionnaires to Bongsu Signature consumers who are active on social media. Data analysis is carried out using the help of SmartPLS software to test the relationships between variables. The results of the study show that relevant, informative, and consistent marketing content is able to increase brand awareness and shape consumer lifestyles that are in tune with the image built by the company. In addition, the lifestyle and brand awareness that are formed also contribute to the increase in purchasing decisions. Overall, the study confirms that the right content marketing strategy on social media not only strengthens brand identity, but also influences consumer behavior and preferences. However, the scope of research that is limited to one brand and social media platform is one of the limitations that need to be considered in future research.