CANDRAWATI, DEWI (2026) Analisis Pengaruh Kualitas Konten Instagram HL Outfit Terhadap Minat Beli Konsumen Melalui Citra Merek Sbagai Variabel Mediasi. Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
The rapid growth of digital marketing has made Instagram one of the most dominant channels for fashion brands to communicate with consumers, however, a large number of followers does not necessarily guarantee a high level of interaction (engagement rate) or purchase intention. This phenomenon is seen on the Instagram account of HL Outfit, a local Indonesian fashion brand with 292,000 followers, whose interaction rate is still below the ideal standard even though the content is uploaded consistently. This study aims to examine the influence of Instagram content quality on consumer purchase intention, both directly and indirectly through brand image as a mediating variable. A quantitative approach was used with the Partial Least Square Structural Equation Modeling (PLS-SEM) method through SmartPLS 3 software. Data were collected from 100 respondents selected through a purposive sampling technique, namely personal Instagram account users who actively follow the HL Outfit account—using a five-point Likert scale questionnaire distributed through Google Forms. The results showed that content quality had a positive and significant effect on purchase intention (β = 0.219; t = 3.017; p = 0.003) and brand image (β = 0.498; t = 2.982; p = 0.003); brand image had a positive and significant effect on purchase intention (β = 0.444; t = 3.798; p = 0.000); and brand image partially mediated the effect of content quality on purchase intention (β = 0.221; t = 2.131; p = 0.034). This model explained 24.8% of the variance in brand image and 34.2% of the variance in purchase intention, indicating weak to moderate predictive power. These findings suggest that local fashion brands should not only maintain post consistency but also invest in the informativeness, relevance, visual appeal, and interactivity of their content, considering that brand image serves as a strategic bridge that strengthens the conversion of content quality into purchase intention. Keywords: Content quality, Brand image, Purchase intent, PLS-SEM, Instagram marketing, Fashion brand.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory | ||||||||
| Divisions: | Faculty of Economic and Business > Department of Entrepreneurship | ||||||||
| Depositing User: | Dewi Candrawati | ||||||||
| Date Deposited: | 03 Sep 2026 04:02 | ||||||||
| Last Modified: | 03 Sep 2026 04:19 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/59907 |
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