Analisis Konten Instagram @Boomboelezato Sebagai Media Pemasaran Untuk Meningkatkan Minat Beli Konsumen

Abstract

Social  media has transformed the marketing landscape, with Instagram emerging as a strategic platform due to its visual strength and interactive features. The Instagram account @boomboelezato in Lampung demonstrates consistent use of the platform; however, follower engagement remains relatively low. This study aims to analyze the role of Instagram content of @boomboelezato in increasing consumer purchase intention. Data analysis was conducted by referring to the stages proposed by Sugiyono (2020), namely data reduction, data display, and conclusion drawing. To ensure the validity of the findings, this study employed source and method triangulation. The research method used was qualitative with descriptive analysis. Data were collected through account observation, semi-structured interviews with the owner, administrator, and followers, as well as documentation of posts from June 2024 to July 2025. The results indicate that content quality is reflected in four main dimensions: aesthetic and practical value, informativeness, novelty, and accuracy, all of which contribute to shaping positive consumer perceptions. The marketing mix strategy (product, price, place, promotion) strengthens the effectiveness of the content, while internal factors (motivation, lifestyle) and external factors (social influence, product quality, price) influence purchase intention. This study concludes that Instagram is not only a promotional medium but also a strategic instrument to enhance consumer purchase intention in the local culinary sector.