<![CDATA[Internet access speed facilitates people in their trading activities. Digital marketing has become one of the trending media for product marketing and promotion. Local products in this modern era are developing rapidly due to the utilization of digital marketing strategies. The objective of this research is to identify the effects of Instagram social media and influencer marketing on people’s intention to buy Lecade brand. This explanatory study explains the relationships between the variables. Using non-probability sampling method, 91 active Instagram users with the minimum age of 18 years who follow Lecade’s Instagram account were selected as the samples. The data analysis was performed in IBM SPSS 26. The testing result on the two hypotheses leads to conclusions that (1) Instagram social media positively affects people’s intention to buy Lecade brand and that (2) influencer marketing positively influences people’s intention to buy Lecade brand.]]>
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