PENGARUH TERPAAN KONTEN AKUN INSTAGRAM @ALIFAHRATU TERHADAP KEPUTUSAN PEMBELIAN PRODUK TERATU BEAUTY (Survey pada Followers Instagram @alifahratu pada Tahun 2023)

Instagram brings significant added value by allowing business people to utilize visual aesthetics to promote their products or services effectively. In addition, Instagram as a social media that has a very large number of users and is loved by all groups, so this encourages expansion or major influence on all aspects. In marketing, Instagram is often the main platform to increase sales or product introduction to the public or its audience.
Content exposure produced by Instagram as a marketing communication tool can provide benefits for brands or companies. No exception for the Instagram account @alifahratu as the owner and beauty influencer in promoting Teratu Beauty products. The purpose of this study is to answer the problem formulation Is There an Influence of Content Exposure to the Instagram Account @Alifahratu on Purchase Decisions for Teratu Beauty Products in 2023.
This research uses the main theory, namely the AIDA Theory, to gain attention so that consumers have an interest in the product or service based on the decision-making process or as the stages of decision-making. The sampling technique uses the techniquerandom samplingand the analysis was carried out using simple regression analysis and hypothesis testing using the t-test.
The results of the study show that there is an influence on Instagram Content Exposure on Purchase Decisions for Teratu Beauty Products, as proven by a t-test with the results 0.000 < 0.05. In the t-count it can also be concluded that it has an influence with the result 20.436 > 1.984.