<![CDATA[This study aims to determine the effect of Instagram digital marketing on consumer purchasing decisions through purchase intention in Micro, Small, and Medium Enterprises (MSMEs). This study uses a quantitative approach with a survey method. Data were collected through questionnaires distributed to 145 respondents selected using purposive sampling. The data analysis technique employed in this study was Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that content and trust have a positive and significant effect on purchase intention, while interaction has no significant effect. Purchase intention has a positive and significant effect on purchasing decisions. Furthermore, content, interaction, and trust do not directly affect purchasing decisions. However, purchase intention mediates the effect of content and trust on purchasing decisions, but does not mediate the relationship between interaction and purchasing decisions. These findings suggest that purchasing decisions are more strongly influenced by purchase intention, which is driven by high-quality content and consumer trust in Instagram digital marketing.]]>
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