THE INFLUENCE OF INSTAGRAM CONTENT MARKETING AND SALES - PROMOTIONS ON PURCHASE DECISIONS (STUDY ON STARBUCK DR WAHIDIN’S CONSUMERS IN SEMARANG)

Starbucks Indonesia actively utilizes Instagram to build strengthen its market position by sharing inspirational, creative, and educational content. However, despite its popularity, several challenges arise, particularly regarding consumer perceptions of promotional content, pricing, and taste, which often generate negative reviews. Sales promotion also plays a significant role as Starbucks consistently offers various incentives, such as discounts, member-exclusive offers, and bundling programs. These efforts are aimed at encouraging short-term purchases while maintaining long-term customer loyalty. Nevertheless, issues such as mismatched promotional messages and perceived lack of relevance to the target audience remain key challenges. This study aims to determine the effect of content marketing and sales promotion as independent variables on purchase decisions as the dependent variable. This is an explanatory research study, using non-probability sampling techniques to select 100 samples who are customers of Starbucks Dr. Wahidin Semarang using purposive sampling methods. Data analysis was performed using SPSS. The results of the SEM analysis coefficient testing showed that: (H1) Content marketing have significant to purchase decision is accepted; (H2) Sales have significant to purchase decision is accepted; (H3) Content marketing and sales promotion have significant to purchase decision is accepted is accepted.

Keywords: Content Marketing, Sales Promotion, Purchase Decision