The Influence of Instagram Social Media Marketing and Brand Image on Purchasing Decisions at the Pro Lc Racing Team Workshop in South Tangerang

Abstract

Digital marketing through Instagram is an important strategy for automotive service businesses, while brand image can influence consumer purchasing decisions. This study aims to analyze the influence of Instagram social media marketing and brand image partially or simultaneously on purchasing decisions at the Pro Lc Racing Team Workshop in South Tangerang. The study used a quantitative method with an associative approach. The study population was 732 consumers for the period July–December 2025, with 88 respondents selected using purposive sampling based on the Slovin formula. Data were collected through a five-point Likert scale questionnaire and analyzed using SPSS 26 through validity, reliability, classical assumptions, regression, correlation, coefficient of determination, t-test, and F-test tests. The results showed that social media marketing did not have a significant partial effect on purchasing decisions (t = -0.305; p = 0.761), while brand image had a positive and significant effect (t = 14.944; p = 0.000). Simultaneously, both variables had a significant effect with F = 256.854 and p = 0.000 and explained 85.8% of the variation in purchasing decisions. Thus, brand image became a more dominant factor in purchasing decisions