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All Journal International Journal of Artificial Intelligence for Digital Marketing
Salshabilla, Zalwa Raniah
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Economics, Econometrics & Finance Environmental Science

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CONTENT MARKETING, DIGITAL INTERACTION, AND UPLOAD FREQUENCY ON CONSUMER PURCHASING DECISIONS IN DIGITAL MARKETING THROUGH INSTAGRAM SOCIAL MEDIA Salshabilla, Zalwa Raniah; Yulianto, Mochamad Rizal
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 10 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i10.418

Abstract

Objective: This study aims to analyze the influence of Content Marketing, digital interaction, and upload frequency on consumer purchasing decisions on Instagram. Method: The research method used a quantitative approach with a purposive sampling technique on 100 respondents, as well as multiple linear regression analysis using SPSS 25. Results: The results showed that marketing content had a positive but insignificant effect, while digital interaction and upload frequency had a significant positive effect on purchasing decisions. Simultaneously, all three variable had a significant effect with a contribution of 56,2%. Novelty: This finding emphasizes the importance of integrating content, interaction, and upload consistency to improve consumer purchasing decisions on Instagram.
Co-Authors Mochamad Rizal Yulianto