PENGARUH MOTIVASI KONSUMEN DAN PERSEPSI KETERTARIKAN KONTEN PADA TINGKAT KETERIKATAN KONSUMEN DENGAN MEREK DI INSTAGRAM @Lifebuoy.id

Abstract

Consumer involvement with brands on social media is important to maintain good consumer relationship management between consumers and brands. Lifebuoy is one of the brands that carries out various strategies to increase consumer involvement on social media. However, the data obtained from Instagram @lifebuoy.id engagement rate is the lowest compared to its competitor soap brands, which is only 0.31%. Consumer involvement on social media is influenced by consumer motivation. Consumer involvement can also be shaped by consumer perceptions of how attractive content published on social media is. This study aims to determine whether the level of consumer motivation and perceived interest in content affect the level of consumer involvement with brands on Instagram @lifebuoy.id. This study uses self-determination theory to examine consumer motivation variables with the level of consumer involvement to the brand. Meanwhile, the involvement theory examines the perceived attraction in content variable with the level of consumer involvement to the brand variable. This study used a non-probability sampling technique with 100 respondents. Hypothesis testing was carried out using a simple linear regression analysis. The results of the study show that there is an influence between Consumer Motivation on the Level of Consumer involvement, and there is an influence between Perceived Content attraction on the Level of Consumer involvement. Based on the research results, Lifebuoy Indonesia can see the factors that can drive consumer motivation from the interest of different audiences and increase consumer perceptions of the product itself by continuously seeking information