| dc.description.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. | id |
