Digital Branding on Instagram and TikTok Driving Engagement for Cardboard Box Products

Mochamad Heru Riza Chakim; Mulyati; Nanda Septiani; Erni Juliana Al Hasanah Nasution; Carlos Perez

doi:10.33050/n4tsd720

Authors

Mochamad Heru Riza Chakim University of Raharja Author
Mulyati University of Raharja Author
Nanda Septiani University of Raharja Author
Erni Juliana Al Hasanah Nasution Trisakti University Author
Carlos Perez Ilearning Incorporation Author

DOI:

https://doi.org/10.33050/n4tsd720

Keywords:

Digital Branding, Customer Engagement, Purchase Intention, Product Quality, Packaging Industry

Abstract

This study examines how digital branding on Instagram and TikTok, digital pro- motion, and product quality shape customer engagement and purchase intention in the packaging sector, using nuansa box indonesia Indonesia as the focal case. Gap research predominantly explores fashion, cosmetics, and F&B industries, leaving limited evidence on B2B/B2C packaging where products are often per- ceived as merely functional. We provide an in-depth case of a packaging brand and model the mediating role of customer engagement between digital strat- egy (branding, promotion) and purchase intention, estimated via PLS-SEM. The measurement model is robust (all loadings > 0.70; AVE > 0.50; Cronbach’s Alpha and Composite Reliability > 0.70). The structural model shows substan- tial explanatory power for purchase intention (R2 = 0.748). Product Quality is the strongest driver of Purchase Intention (β = 0.401), while Customer Engage- ment positively influences Purchase Intention (β = 0.288) and is significantly driven by Digital Branding (β = 0.489) and Digital Promotion (β = 0.375). The direct path from Digital Promotion to Purchase Intention is not significant (p = 0.060). Results indicate that compelling digital branding cultivates en- gagement that converts to purchase intention, but promotion alone is insufficient without strong product fundamentals. Managerially, firms should prioritize con- sistent, aesthetic branding to build engagement, leverage targeted promotions to activate trials, and sustain investment in product excellence as the ultimate lever of conversion and loyalty.

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