ANALISIS KUALITAS KONTEN INSTAGRAM DAN INFLUENCER MARKETING PADA MINAT PEMBELIAN PRODUK SOMETHINC (Survei Pada Followers Instagram Bisnis Tasya Farasya)

This study aims to analyze the effect of Instagram content quality and Influencer Marketing on purchase intention for Somethinc products, both simultaneously and partially. The object of research is focused on followers of Tasya Farasya's business Instagram account, which is a beauty influencer with a significant number of followers and often promotes Somethinc products. The research was conducted with a quantitative approach using a survey method on 385 respondents who are Somethinc product users in Tasikmalaya City. Data were collected through questionnaires and analyzed using multiple linear regression analysis. The results showed that simultaneously the quality of Instagram content and Influencer Marketing had a positive and significant effect on the purchase intention of Somethinc products. Partially, both Instagram content quality and Influencer Marketing also have a significant effect on purchase intention. These findings indicate that visual quality, content creativity, influencer relevance, and engagement levels play a significant role in driving consumer interest and decisions to purchase beauty products through social media. This research provides implications for digital marketing strategies by emphasizing the importance of collaboration with influencers and high-quality content management to increase consumer purchase intention