<![CDATA[The development of social media, particularly Instagram, has become an effective marketing communication medium for service companies, including Umrah travel agencies. PT Razek Tour and Travel utilizes the Instagram account @razektours as a promotional medium to provide information and attract prospective pilgrims. This study aims to determine the influence of advertising on the Instagram account @razektours on Umrah interest. This research employed a quantitative approach using a causal associative method. The population consisted of 6,013 followers of the @razektours account, with a sample of 99 respondents determined using the Slovin formula. Data were collected through a Likert-scale questionnaire and analyzed using SPSS through validity, reliability, classical assumption, simple linear regression, t-test, and coefficient of determination tests. The results showed that Instagram advertising had a positive and significant influence on Umrah interest. The regression equation obtained was Y = 7.124 + 0.797X, with a t-value of 14.129 > t-table of 1.985 and a significance level of p < 0.001 < 0.05. The R Square value of 0.673 indicates that Instagram advertising contributed 67.3% to the variation in Umrah interest, while the remaining 32.7% was influenced by other factors outside the study.]]>
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