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All Journal Advantage: Journal of Management and Business
Abdurrahman Achmad Al Anshary Achmad
Institut Ilmu Sosial dan Manajemen STIAMI, Jakarta
Economics, Econometrics & Finance Environmental Science Other

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The Influence of Instagram Content and Social Media Engagement on Consumer Purchase Decisions: A Study on Sultan Arab Bekasi Abdurrahman Achmad Al Anshary Achmad; Dina Sudarmika
Advantage: Journal of Management and Business Vol. 4 No. 1 (2026): June
Publisher : Apik Cahaya Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61971/advantage.v4i1.305

Abstract

This study investigates the degree to which Instagram content and social media engagement shape consumer purchasing decisions within the religious retail segment. A quantitative survey design was employed, with primary data collected from 200 consumers of Toko Sultan Arab Bekasi through purposive sampling and a Likert-scale questionnaire. Multiple linear regression analysis confirmed that Instagram content exerts a positive and statistically significant partial effect on purchase decisions (β = 0.563; sig. <0.001), as does social media engagement (β = 0.354; sig. <0.001); tested simultaneously, both variables account for 71.1% of the variance in purchasing decisions (R² = 0.711). Descriptive findings further reveal that cognitive engagement predominates over behavioral engagement among respondents, indicating that consumers in this religious retail context tend to engage in evaluative and information-seeking modes of involvement rather than social-interactive ones. These findings advance empirical understanding of digital marketing dynamics within religiously and culturally grounded micro, small, and medium enterprise (MSME) retail contexts in Indonesia.
Co-Authors Dina Sudarmika