摘要：Currently, the role of technology, such as the internet, is very important to supporthuman activities. One of the uses of the internet is as a medium to support online shopping. Inaddition, the existence of Instagram social media also affects consumers’ decisions in onlineshopping. This study analyzes the purchasing decision factors of Instagram social media userson the marketplace. The variables used in this study are price, promotion, trust, security,Instagram social media users and purchase decision. The research framework was developedusing the theory of reasoned action. The sample in this study is consumers who have done onlineshopping. A total of 200 questionnaires were distributed via a Google form, of which 102 werereturned. The data analysis method in this study used Smart PLS 3.0. The results showed thatall variables had a positive and significant relationship with online purchasing decisions. Thisresearch provides theoretical and practical implications. This study is useful for Instagramsocial media users to consider the factors that purchasing decisions in online shopping have onthe marketplace.
