Influence of Post Content and Testimonials on Instagram Social Media Against Rental Interest in GV Kebaya Products

Abstract

This study aims to determine the effect of post content and testimonials on Instagram social media on consumer rental interest in GV Kebaya, a kebaya rental business in Palembang. Using a survey-based quantitative method, data was collected through questionnaires from 100 respondents who are active followers of the Instagram account @sewakebayapalembang. Sample selection was carried out using purposive sampling technique, and data analysis using Smart Partial Least Square (Smart-PLS). The analysis results show that post content has a positive and significant influence on rental interest. Visually appealing, relevant, and credible content can increase consumer interest in the product. In addition, testimonials from customers are also proven to have a significant effect on rental interest by providing additional trust to potential consumers through the real experiences of previous customers. Simultaneously, post content and testimonials explain 59% of the variability in rental interest, while 41% is influenced by other external factors. This study confirms the importance of social media-based marketing strategies in increasing consumer interest, especially through the presentation of quality content and the use of authentic testimonials. The findings provide recommendations for GV Kebaya to continue optimizing Instagram content with engaging visual and storytelling elements and managing customer testimonials to build consumer trust and loyalty.