THE IMPACT OF INSTAGRAM CONTENT TYPES TO ONLINE ENGAGEMENT AND PURCHASE INTENTION CASE STUDY: LOMBACADEMY

• Main Author: Monica, Olivia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75553
• Institution: Institut Teknologi Bandung

Social media has emerged as the preferred choice among Indonesian students for searching online learning materials, prompting businesses in the education sector to adopt marketing strategies on platforms like Instagram. LombaCademy, an educational technology startup for Olimpiade Sains Nasional (OSN) preparation, also utilizes Instagram for its marketing activities, employing various content types to engage with its target audience. However, there have been fluctuations in the number of followers and level of engagement for LombaCademy between March 2022 until June 2023. Therefore, this study aims to examine the impact of different content types on Instagram, on both online engagement and purchase intention within the business. This study employs a quantitative method. Data for this study were collected through an online questionnaire distributed to 220 respondents, aged 14-23 years old, who have viewed LombaCademy's Instagram content. The respondents consisted of middle school, high school, and university students. The collected data were then analyzed using the PLS-SEM method with the Smart PLS 4 software. The study findings indicate that interactional and transactional content positively influence online engagement for education technology businesses. Additionally, online engagement is shown to have a positive effect on customers' purchasing decisions. However, rational content does not appear to have a significant impact on online engagement for education technology businesses, as per the findings of this study.