AN EXPLORATIVE STUDY OF SOCIAL MEDIA CONTENT MARKETING INFLUENCE ON PURCHASE INTENTION OF CAKE

• Main Author: Hansel Tanthio Purnomo, Anselmus
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49473
• Institution: Institut Teknologi Bandung

Cake is not a primary need. It can be considered as secondary even tertiary need. The cake market in Indonesia is already full of competitor for businesses which means tons of choices for customers. It can be difficult for cake business in an already crowded market to stand out and confusing for customers which eventually end up going to the same store to save time. It all changed with the emerge of internet and social media. Social media such as Instagram helps both sides to exchange information faster which open up opportunities for cake businesses to make itself known with lower cost and for customers to find more brands with less effort and time. Naturally, the same thing will happen again, with low barrier to entry, there will be a lot of cake businesses on Instagram which can overwhelm the customers. The difference is, content marketing method that once requires large sum of money to execute, now requires less money as we are more connected than ever through social medias like Instagram. This leads to the increasing usage of Instagram which have wide reach and content marketing which proven to increase influence purchase intention. Knowing that both sides can use Instagram as the platform and content marketing as the message, this leads to another questions: when purchasing a cake, what information do customers need and what information do brands need to share? This study aims to discover types of contents in content marketing on Instagram that cake brand needs to be shared and why, based on the customer itself. Through the analysis using initial and focused coding, the researcher found there are 13 types of content that increase purchase intention, which are: Brand's social responsibility, People's opinion of the product, Brand's credibility, Information to help purchase, Product's validation, Product's visual display, What is in the product, Product's experience, Product's production process, Discount-related notification, Story Behind it, Product’s Information, Interactive activity with the brand. As for the reason why, the researcher discovered the following 13 reasons: Make purchase process easier, Chance of getting better deals financially, Understand the reason for the price, Feeling better of using money, Actual product experience, Know how to get good experience, Social Trend, Increase brand's trustability, Validations of the product, Create a curiosity that needs to be answered, Visually Satisfying, Clear expectation of the result, and Share valuable knowledge. This research finds that to increase one’s purchase intention, brands should start by giving various type of content that explains the product and followed by content that is not directly about the product, rather about what’s around the product (method of purchase, discount, the brand itself, etc.). The need for validation of the information also can be seen.