The Influence of Inclusive Instagram Content by Raecca on Followers' Purchase Intention Mediated by Their Attitude
Abstract
In today's digital age, where consumers are increasingly aware of social issues and marketing authenticity, the beauty
industry faces mounting pressure to deliver inclusive and credible brand communication. This study examines the
influence of inclusive Instagram content on purchase intention, with consumer attitude as a mediating variable, using
the Theory of Reasoned Action (TRA) as the theoretical framework. TRA posits that behavior is driven by intention,
which in turn is shaped by attitudes and subjective norms. Focusing on Raecca, an Indonesian beauty brand known
for its bold stance on inclusivity, this research investigates whether inclusive and diverse content on Instagram
translates into favorable consumer behavior. This research uses quantitative methods with the type of explanatorycorrelation research. Sampling was carried out using the nonprobabilty sampling type purposive sampling. The data
analysis technique used is descriptive analysis and partial least square-structural equation modeling (PLS-SEM)
using SmartPLS 3. The results reveal that inclusive content has a strong positive influence on consumer attitudes (path
coefficient = 0.920), inclusive content has moderate positive influence on purchase intention (0.595), and consumer
attitude also significantly influences purchase intention (0.340). Furthermore, attitude partially mediates the
relationship between inclusive content and purchase intention (indirect effect = 0.313). These results highlight that
while inclusivity is impactful, its effectiveness hinges on authenticity. Thus, the study underscores the importance for
beauty brands to not only adopt inclusive narratives but to authentically embed these values in their identity and
marketing strategies.
Social media marketing, inclusive content, consumer attitude, purchase intention, Theory of Reasoned Action
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