The Influence of Social Media Marketing on Instagram and Brand Image on the Purchase Decision of Tomkins Shoes in Bogor City

Abstract

This research aims to examine how Instagram-based social media marketing and brand image influence consumers’ purchasing decisions for Tomkins shoes in Bogor City. A quantitative method was applied using purposive sampling of 100 respondents. Tomkins consumers aged 15-34 years who were active Instagram users. Data were obtained through questionnaires and analyzed using the structural equation modeling-partial least squares (SEM-PLS) technique. The findings reveal that Instagram social media marketing significantly affects both brand image and purchase decisions. The results also show that Instagram social media marketing indirectly influences purchasing behavior through brand image as a mediating variable. The implications highlight the need for companies to develop engaging Instagram content and strengthen brand image to encourage consumer purchasing decisions. Overall. The study provides valuable strategic insights for enhancing digital marketing effectiveness in the competitive local footwear industry.