Driving Purchase Decisions for Goat Powdered Milk: An Analysis of Social Media Marketing Strategy via Instagram Hari Dwi Utami (a*), Rafif Tosanda (a), Prima Setyo Wiyono (a), Fitria Dwi Kartikawati (a)
a) Faculty Of Animal Science and Technology, Universitas Brawijaya, Jalan Veteran No 1, Malang 65415, East Java, Indonesia
Abstract
Research was conducted on the Instagram account of ^Etawaku Platinum^ (@Etawakubrand.id). This study aimed to investigate (i) consumer characteristics, (ii) purchasing decisions regarding^ Etawaku Platinum^ milk via Instagram, and (iii) social media marketing strategies for ^Etawaku Platinum^ milk based on Context, Communication, Collaboration, and Connection. A total of 202 consumers were selected through purposive sampling based on three criteria: aged 17 years or older, following the ^Etawaku Platinum^ Instagram account, and having purchased ^Etawaku Platinum^ milk. An online survey using Google Forms was administered to gather primary data, while secondary data were obtained from relevant institutions. Descriptive and factor analyses were employed to analyze the data using SPSS software version 25. Results revealed that, first, consumers were predominantly females aged 21-30 years, university-educated, employed in the private sector with a monthly income of IDR 2,000,000-5,000,000, and had over three years of Instagram experience. Second, consumer purchasing decisions were shaped by interest and trust in ^Etawaku Platinum^ after discovering its Instagram account, alongside the ease of acquiring the product and making payments. Third, the primary social media marketing strategy via Instagram was ^message delivery and quality content,^ followed by ^communication and good relationships^, ^responsive and interactive services,^ and ^informative and engaging content^. These four marketing strategies were recommended for implementation to attract more consumers via Instagram.
