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In digital marketing on Instagram, there are several forms, including Instagram Ads Marketing, KOL Marketing, and UGC Marketing. The purpose of this study is to determine the impact of the effectiveness of each variable on the interest and purchasing decisions of F&B consumers through the social media platform Instagram. This research employs a quantitative descriptive approach using the Structural Equation Model with the Partial Least Square (PLS-SEM) method. The results of this study demonstrate that Instagram Ads and KOL Marketing significantly influence Purchasing Decisions for F&B Products, whereas UGC Marketing does not significantly affect Purchasing Decisions for F&B Products. Instagram Ads, KOL, and UGC Marketing have a significant influence on Purchasing Intentions for F&B Products. Purchasing Intentions significantly influence Purchasing Decisions for F&B Products. Purchasing Intentions can mediate the significant impact of Instagram Ads Marketing on Purchasing Decisions. Purchasing Intentions can mediate the significant impact of Key Opinion Leader Marketing on Purchasing Decisions. Purchasing Intentions can mediate the significant impact of User Generated Content Marketing on Purchasing Decisions. This research provides various implications that are valuable for companies, marketers, and researchers in gaining a deeper understanding of the effectiveness of advertising on social media platforms, especially Instagram.
Prakoso et al. (Fri,) studied this question.
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