The Effect of Instagram Content Marketing on Consumer Purchase Intention in MSMEs

Abstract

The increasing use of social media has created opportunities for Micro, Small, and Medium Enterprises (MSMEs) to promote their products through digital content. This study examines the effect of Instagram content marketing dimensions, consisting of informativeness, entertainment, and credibility, on consumer purchase intention for MSME products promoted through the official Instagram account of Rumah BUMN Surabaya. This study employed a quantitative explanatory approach involving 100 active followers selected using purposive sampling. Data were collected through an online questionnaire using a five-point Likert scale and analyzed using multiple linear regression. The results show that Instagram content marketing simultaneously has a significant effect on consumer purchase intention, with an R² value of 51.1%. Partially, informativeness has a positive and significant effect on purchase intention (B = 0.339; t = 2.627; Sig. = 0.010), and entertainment also has a positive and significant effect (B = 0.393; t = 2.783; Sig. = 0.007). In contrast, credibility does not have a significant effect on purchase intention (B = 0.116; t = 0.796; Sig. = 0.428). The contribution of this study lies in extending the discussion of Instagram content marketing to the context of an institutional MSME facilitator that promotes products from multiple MSMEs, a context that has received less attention in previous research. Practically, the findings provide empirical information for Rumah BUMN Surabaya and MSMEs in developing Instagram content that emphasizes informative and entertaining characteristics to support consumer purchase intention.