Authors : Dinny Talita Sari; Wiwik Handayani

Volume/Issue : Volume 8 - 2023, Issue 12 - December

Google Scholar : http://tinyurl.com/475b5ndm

Scribd : http://tinyurl.com/2ppjyuw5

DOI : https://doi.org/10.5281/zenodo.10477303

Abstract : Marketing challenges in the digital age have become a paramount focus for system provider companies. These companies seek to promote their technological solutions to an increasingly sophisticated and tech-savvy customer base. To tackle these challenges, system providers are now harnessing Instagram social media as an interactive marketing tool, poised to revolutionize the dynamics of their business. Interactive marketing stands out as a powerful strategy to forge robust relationships between companies and customers. Instagram, equipped with features such as comments, likes, and stories, serves as a platform to enhance audience engagement. The success of interactive marketing on Instagram holds the potential to make a substantial contribution to improving brand image and driving sales. The objective of this study is to pinpoint the variables influencing the effectiveness of interactive marketing through Instagram for system provider companies. Among these variables, content suitability and copywriting emerge as key factors that can heighten interaction. The study encompasses all Instagram social media users across Indonesia. Quantitative data were collected through online surveys. Data analysis in this research used a Structural Equation Model (SEM) approach based on Partial Least Square (PLS) using SMART PLS 4.0 software. The results of the study demonstrate that both content suitability and copywriting exert a significant impact on interaction, underscoring their crucial role in the digital marketing landscape.

Keywords : Marketing, Social Media, Content Marketing, Copywriting, Social Media Interaction.