Kajian Content Marketing Instagram TAJ Flodebox untuk Meningkatkan Brand Awarness dan Intensi Pembelian

Abstract

TAJ Flodebox is a florist located in Bogor City. In carrying out its marketing strategy, TAJ Flodebox uses content marketing on social media Instagram. Due to the large number of competitors and opportunities in the use of content marketing, TAJ Flodebox intends to increase brand awareness and sales transaction in its content marketing activities. This study aimed to propose TAJ Flodebox’s Instagram content marketing managerial decisions to increase brand awareness and purchase intention. TAJ Flodebox's Instagram content marketing study was conducted with descriptive analysis based on the stages in producing and distributing content marketing, analyzing content that has been created based on content quality indicators, and quantitative analysis to evaluate content marketing that has been carried out using engagement rate. In addition, ii quantitative analysis of the impact of content quality on brand awareness, purchase intentions in social commerce, and purchase intentions based on attitudes, social factor, and behaveor control is also carried out quantitatively. The results of this study are proposed Instagram content marketing managerial decisions based on the results of content marketing studies, and the impact of content quality on brand awareness, purchase intentions in social commerce, and purchase intentions based on attitudes, social factor, and behavior control.