PENGARUH TERPAAN PESAN IG TERHADAP FREKUENSI PEMBELIAN (Studi Kasus Terhadap Followers Instagram Kedai Kopi Sorai)

The development of social media, especially Instagram, has transformed marketing communication patterns to become more visual, interactive, and personal. This study aims to analyze the influence of Instagram message exposure on the frequency of consumer purchases at Kedai Kopi Sorai. The approach used was quantitative with a survey method of 97 respondents who are active followers of the Instagram account @sorai.mlg. Data were analyzed using Pearson validity test, Cronbach's Alpha reliability test, descriptive analysis, and simple linear regression. The results showed that Instagram message exposure has a positive and significant influence on purchase frequency. This means that the more frequently consumers are exposed to Kedai Sorai's Instagram content, whether through product photos, promotions, testimonials, or stories, the higher their tendency to make repeat purchases. The coefficient of determination value of 11% indicates that although the influence is moderate, exposure to Instagram visual messages still plays a role in shaping customer loyalty and consumption patterns. These findings strengthen the relevance of Instagram as a strategic platform in building emotional attachment and purchasing decisions in the local F&B sector.