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

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.