THE INFLUENCE OF FLASH COFFEE'S MARKETING COMMUNICATION ON INSTAGRAM ON PURCHASE DECISIONS

Abstract

The development of social media has transformed the pattern of corporate marketing communication in building relationships with audiences. Instagram has become a platform widely utilized for marketing communication because it can present attractive visual content, interactive features, and broad user reach. Flash Coffee utilizes Instagram to provide product information, promotional content, and brand image-building activities aimed at influencing purchase decisions. This study aims to determine the influence of Flash Coffee's marketing communication on Instagram on purchase decisions. The study employed a quantitative method with a descriptive approach. Data were collected through an online questionnaire from 271 respondents who had seen Flash Coffee's Instagram content and had purchased Flash Coffee products. Data were analyzed using SmartPLS 4 through evaluation of the outer model, inner model, and bootstrapping hypothesis testing. The results show that all indicators met the validity and reliability criteria. The R-Square value for purchase decisions was 0.497, indicating that marketing communication explained 49.7% of the variance in purchase decisions. The path coefficient was 0.705, with a T-statistic of 25.501 and a P-value of 0.000, indicating a positive and significant relationship. The findings indicate that clear messages, attractive visual content, consistent communication, and audience interaction through Instagram are associated with purchase decisions among Flash Coffee consumers in Depok. The findings also support the Stimulus-Organism-Response (S-O-R) framework used in the study.