The Role of Influencer Marketing and Content Quality in Building Brand Engagement on Instagram and TikTok Yolis Meal Cikampek

This study aims to analyze the influence of influencer marketing and content quality on brand engagement among Yolis Meal Cikampek consumers within the context of digital marketing through social media. The research employs a quantitative approach using a descriptive verificative method, involving 100 respondents selected through purposive sampling, and the data are analyzed using multiple linear regression. The results indicate that influencer marketing and content quality are categorized as very good, while brand engagement falls into the good category. Verificative testing demonstrates that influencer marketing and content quality have a significant effect on brand engagement, both partially and simultaneously. These findings confirm that the two strategies complement each other in strengthening consumer engagement; however, the engagement formed is still more dominant in cognitive and affective aspects than in behavioral aspects. Therefore, it is necessary to enhance more interactive digital marketing strategies to encourage active consumer participation. This study provides practical contributions for culinary business practitioners in designing influencer- and content-based digital marketing strategies, as well as academic contributions as an empirical reference on brand engagement formation in micro, small, and medium enterprises (MSMEs).

Keywords: Influencer Marketing, Content Quality, Brand Engagement, Yolis Meal CIkampek, Social Media.