The Influence of Content Quality and Brand Interactivity on Customer Engagement and Brand Awareness and Its Impact on Purchase Intention of The Products of Perum Peruri

PERUM PERURI faces challenges in leveraging social media to enhance the effectiveness of its digital marketing strategies. This study investigates the impact of content quality and brand interactivity on customer engagement and brand awareness and their effects on the purchase intention of PERUM PERURI products. A quantitative research method was employed, utilizing cross-sectional data collection through a questionnaire survey, with purposive sampling involving 182 respondents who are customers of PERUM PERURI. Data was analyzed using Structural Equation Modeling (SEM) Partial Least Square (PLS) via SmartPLS 3 software. The findings indicate that content quality does not significantly influence customer engagement but significantly affects brand awareness. Conversely, brand interactivity significantly affects customer engagement yet does not significantly impact brand awareness. Customer engagement influences brand awareness, substantially affecting purchase intention dramatically. These insights provide valuable understanding for PERUM PERURI to formulate more effective marketing strategies, utilizing social media to enhance brand awareness and purchase intention for their products.