<![CDATA[This study aims to analyze the influence of Influencer Marketing and Instagram social media on consumers’ purchase intention toward Asakota Mineral Water in Bima City, both partially and simultaneously. This research employed a quantitative approach with an associative research design. The population consisted of consumers who had purchased and consumed Asakota Mineral Water in Bima City. A total of 100 respondents were selected using purposive sampling based on the criteria that they were at least 20 years old and had previously purchased and consumed Asakota Mineral Water. Data were collected through observation, questionnaires using a five-point Likert scale, and literature review. The data were analyzed using multiple linear regression, t-test, F-test, correlation coefficient, and coefficient of determination with the assistance of SPSS. The results indicate that Influencer Marketing has a positive and significant effect on consumers’ purchase intention, with a t-value of 6.832 and a significance level of 0.000. Instagram social media also has a positive and significant effect on purchase intention, with a t-value of 4.971 and a significance level of 0.000. Simultaneously, Influencer Marketing and Instagram social media have a positive and significant effect on purchase intention, as indicated by an F-value of 1,212.015 and a significance level of 0.000. The correlation coefficient of 0.981 indicates a very strong relationship, while the R Square value of 0.962 indicates that 96.2% of the variation in consumers’ purchase intention can be explained by Influencer Marketing and Instagram social media, while the remaining 3.8% is explained by other factors outside the research model. These findings highlight the importance of optimizing digital marketing strategies through influencers and Instagram to increase consumers’ purchase intention toward Asakota Mineral Water in Bima City.]]>
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