THE IMPACT OF INSTAGRAM MARKETING AND SERVICE QUALITY ON PURCHASE DECISIONS: THE MEDIATING ROLES OF ENGAGEMENT AND BRAND AWARENESS
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Abstract
The rapid growth of social media has transformed marketing communication into an interactive environment in which consumer engagement and brand awareness can shape purchasing behavior. This study aims to examine the effects of Instagram social media marketing and service quality on purchase decisions and to investigate the mediating roles of social media engagement and brand awareness in the context of personal color consulting services. A quantitative explanatory research design was employed, using data collected through a structured online questionnaire from 250 consumers who had interacted with or purchased Polenetan Consulting’s Personal Color Test services through Instagram. Respondents were selected using purposive sampling, and the data were analyzed using Partial Least Squares Structural Equation Modeling to evaluate the measurement and structural models. The findings indicate that Instagram social media marketing and service quality positively influence social media engagement and purchase decisions, while social media engagement strengthens brand awareness but has a negative direct relationship with purchase decisions. Brand awareness positively influences purchase decisions, whereas service quality does not significantly affect brand awareness. Social media engagement mediates the relationship between service quality and purchase decisions, while brand awareness mediates the relationship between Instagram social media marketing and purchase decisions. These findings highlight the importance of authentic digital engagement, strong brand visibility, and consistent service quality in converting social media interactions into consumer purchase decisions.
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