The Role of Instagram Influencers in Increasing Purchase Decisions for MS Glow

This research aims to analyze the role of influencers in the marketing strategy of MS Glow products through Instagram social media with the AIDA (Attention, Interest, Desire, Action) approach. Influencers on Instagram are considered as one of the effective marketing tools in attracting audience attention and encouraging purchase actions. The research method used is qualitative, with data collection through semi-structured interviews with ten respondents who are MS Glow product users. The results of the analysis show that influencers succeed in creating attention through interesting and relevant content, as well as building interest by showing authenticity and transparency in promotion. In addition, influencers also play a role in increasing consumers' desire to purchase the product by presenting clear and interesting information. The act of purchase is triggered through special offers such as promo codes included in the content. The theoretical implications of this study show that the AIDA model remains relevant in analyzing influencer marketing strategies. Practically, this study provides recommendations for companies to be more selective in choosing influencers and creating innovative content to increase interaction with the audience. This study also identified some limitations, such as the limited sample size and the focus on Instagram only, so it is recommended for future research to involve interviews with the company and expand the scope of research to other social media platforms.