The Effect of Content Quality and Instagram Customer Engagement on Purchase Decisions: A Study of a Fancy Store

Abstract

In the digital era, marketing has shifted from traditional methods to digital strategies, and enterprises increasingly require effective digital-marketing frameworks to reach potential consumers and sustain their operations. This study examines the effect of content quality and Instagram customer engagement on purchase decisions at Aziza Fancy Store in Metro City. A quantitative explanatory survey design was applied, with a sample of 100 active Instagram followers selected through accidental sampling using the Slovin formula. Data were collected using a Likert-scale questionnaire that was tested for validity and reliability, and were analysed using multiple linear regression in SPSS, preceded by classical assumption tests. The results show that content quality and Instagram customer engagement each have a positive and significant partial effect on purchase decisions, and that the two variables jointly exert a significant simultaneous effect, explaining 70.4 percent of the variance in purchase decisions. Customer engagement recorded the larger standardised effect, with absorption as its most dominant dimension, while visual quality was the most dominant dimension of content quality. These findings indicate that high-quality content acts as the initial stimulus shaping perceptions, while engagement represents the behavioural and emotional response that drives purchase and repurchase. The study contributes to digital-marketing research for small retailers and recommends sustaining visual content quality and deep audience engagement to strengthen purchase decisions.