<![CDATA[This study used quantitative research design to examine how factors such as brand trust, perceived quality, social media, considered together, affect the purchase decision and customer satisfaction of consumers of exclusive Instagram content. Data from 110 respondents who were selected via purposive sampling were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). According to the analysis, social media is an influential factor for making purchases, and satisfaction is enhanced. The impact of perceived quality was noted to positively impact customer satisfaction, but perceived quality was not statistically significant in determining purchasing decisions. Meanwhile, brand trust was found to interact negligibly with purchase decisions and customer satisfaction. Additionally, purchase decisions significantly contribute to customer satisfaction, highlighting their mediating role. In the context of Instagram-exclusive digital content, consumers increasingly view the quality of engagement, the user experience implied through the content, and the perceived value as more important than the brand itself.  Keywords: brand trust; perceived quality; social media; purchase decision; customer satisfaction]]>
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