The Influence Of Content Quality And Brand Awareness On Instagram Toward Purchase Intention For Batik Puspita Products (A Study of Generation Z in Pacitan)
DOI:
https://doi.org/10.24256/kharaj.v8i3.11530Keywords:
Content Quality, Brand Awareness, Purchase Intention, Instagram, Generation ZAbstract
The rapid development of digital technology has transformed marketing communication strategies from conventional methods to digital-based marketing through social media. Instagram has become one of the most widely used platforms by businesses to promote products and establish relationships with consumers. This study aims to analyze the influence of content quality and brand awareness on purchase intention toward Batik Puspita products among Generation Z in Pacitan Regency. A quantitative approach with explanatory research design was employed. The sample consisted of 156 Generation Z respondents selected through purposive sampling. Data were collected using questionnaires and analyzed using multiple linear regression analysis. The results revealed that content quality and brand awareness simultaneously exerted a positive and significant effect on purchase intention, with an F-value of 325.404 and a significance level below 0.001. Partially, content quality had a positive and significant effect on purchase intention with a regression coefficient of 0.625 and a t-value of 10.184. Brand awareness also had a positive and significant effect on purchase intention with a regression coefficient of 0.360 and a t-value of 5.239. The coefficient of determination (R²) of 0.810 indicates that content quality and brand awareness account for 81% of the variation in purchase intention. These findings suggest that improving content quality and strengthening brand awareness through Instagram can significantly increase Generation Z’s purchase intention toward Batik Puspita products.
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