Enhancing Social Media Engagement in B2B SaaS Marketing: The Role of Content Quality and Customer Decision Journey Fit in Indonesia

Abstract

This study examines the relationship between content quality, decision journey fit, and engagement rate in the Instagram-based social media marketing of Dimensy, a B2B SaaS digital document security platform serving Indonesian small and medium enterprises. The study uses a single-case, convergent mixed-methods design. Quantitative data comprise 19 Instagram post records with researcher-assigned content quality scores and decision journey fit scores, and per-post engagement rates calculated from Instagram Insights. Qualitative data draw on three SME content validation sessions examining how target audiences perceive the clarity, relevance, and journey-stage appropriateness of selected content samples. Descriptive comparative analysis shows that posts in the higher content quality group average an engagement rate of 4.43 percent by reach, compared to 4.07 percent in the lower quality group. Posts with higher decision journey fit scores average 4.66 percent engagement rate, compared to 4.28 percent in the lower fit group. The channel-level summary records 5,322 accounts reached and 7,135 impressions, with only four external link taps, indicating a substantial gap between awareness-level reach and off-platform action. SME validation findings confirm that practical clarity and trustworthiness strengthen perceived content value, while unclear calls to action and the dominance of awareness-stage content limit progression toward product evaluation. All 19 posts are classified at the awareness stage, revealing a structural gap in the content portfolio. The study contributes to B2B digital content marketing literature by showing that content quality and decision journey fit are descriptively associated with engagement rate in an Indonesian B2B SaaS social media context, and that the absence of consideration and decision-stage content is itself a strategically significant finding.