Abstract
This study aims to analyze the influence of Instagram Content and Posting Frequency on Purchase Intention at Coffee Shop Elsana Pontianak. This research uses an associative quantitative approach. The research sample amounted to 150 respondents who were consumers of Coffee Shop Elsana Pontianak and followed the related Instagram account. Data collection was carried out through the distribution of questionnaires using a 5-point Likert scale. Data analysis was conducted using multiple linear regression with the assistance of SPSS version 26 through validity tests, reliability tests, classical assumption tests, correlation coefficient analysis, coefficient of determination, and hypothesis testing using t-tests and F-tests. The results of the study indicate that all research instruments are valid and reliable. Partially, Instagram Content has a positive and significant effect on Purchase Intention with a t-value of 7.273 and a significance of 0.000. Posting Frequency has a positive and significant effect on Purchase Intention with a t-value of 3.970 and a significance of 0.000. Simultaneously, Instagram Content and Posting Frequency have a significant effect on Purchase Intention with an F-value of 82.834 and a significance of 0.000. The coefficient of determination (R²) value of 0.530 indicates that 53.0% of Purchase Intention can be explained by Instagram Content and Posting Frequency, while the remaining 47.0% is influenced by other factors outside the study.
