Pengaruh Consumer Brand Engagement Konten Instagram @madformakeup.co melalui Brand Knowledge terhadap Keputusan Pembelian Produk (Survei Eksplanasi pada Followers Akun Instagram @madformakeup.co)
DOI:
https://doi.org/10.38035/jmpis.v6i6.6549Keywords:
Consumer Brand Engagement, Brand Knowledge, Keputusan Pembelian, Media Sosial, PLS-SEM, InstagramAbstract
Penelitian ini bertujuan menganalisis pengaruh consumer brand engagement terhadap brand knowledge dan keputusan pembelian pada pengikut akun Instagram @madformakeup.co, serta menguji peran moderasi brand knowledge dalam hubungan tersebut. Pendekatan kuantitatif digunakan dengan paradigma positivistik, di mana data dikumpulkan melalui kuesioner daring kepada 166 responden yang merupakan followers aktif akun @madformakeup.co. Analisis data dilakukan menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa consumer brand engagement berpengaruh signifikan terhadap brand knowledge dan keputusan pembelian, sementara brand knowledge juga berpengaruh signifikan terhadap keputusan pembelian. Namun, interaksi antara brand engagement dan brand knowledge menunjukkan pengaruh negatif signifikan terhadap keputusan pembelian, yang mengindikasikan bahwa keterlibatan emosional tinggi dapat mengurangi peran rasionalitas dalam pengambilan keputusan. Temuan ini memperkuat teori Associative Network Memory dan menegaskan pentingnya konten naratif-edukatif dalam membentuk persepsi merek tanpa menggunakan influencer. Studi ini memberikan kontribusi terhadap literatur komunikasi pemasaran digital serta implikasi strategis bagi merek lokal dalam membangun keterlibatan dan loyalitas konsumen melalui media sosial.
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