Pengaruh Social Media Content Marketing terhadap Brand Awareness dan Purchase Intention pada Pengguna Instagram Cetta English

This study analyzes the impact of social media content marketing on brand awareness and purchase intention among Instagram users of Cetta English. With the growing number of internet and Instagram users in Indonesia, businesses have opportunities to boost brand awareness and buying intentions through effective marketing. Using a quantitative survey of 100 Cetta English Instagram followers (sample size based on Slovin's formula), results show social media content marketing significantly influences brand awareness (p = 0.000, R² = 0.717) and purchase intention (p = 0.000, R² = 0.165). These findings highlight that well-developed content strategies on Instagram not only enhance brand perception but also encourage purchase decisions for language learning services. This research underscores the vital role of content marketing in the digital education sector.