Dino Bradly Alberth Ballo Pengarang Juita L.D. Bessie Dosen Pembimbing 2 Juita L.D. Bessie Penguji 1 Khalid K. Moenardy Penguji 2 Drs. Anthonius B. Mesakh, M.Si Ketua Penguji

This research was conducted on the Instagram account @mucacafe. The main problem of this research is whether there is a significant effect of online promotion on purchase intention. Meanwhile, the aim of this study was to determine the significant effect of online promotion on purchase intention. This study uses online promotion as the independent variable and purchase intention as the dependent variable. The population in this study are Instagram users who are followers who are also customers on the Instagram account @mucacafe. Samples were taken as many as 97 respondents using purposive sampling technique. Then an analysis of the data obtained using simple regression analysis was carried out. This analysis includes: Simple analysis test, hypothesis f test, and determination test. Based on the results of the study, the regression equation Y = 5.633 + .298X was obtained. From the results of testing the hypothesis based on the f test, it is known that the significance value for online promotion on purchase intention is 0.001 <0.05 and Fcount 126.076 > Ftable 3.09, which means that the online promotion variable significantly influences purchase intention. Based on R Square, the online promotion variable contributes to purchase intention of 56.6%, while the rest is influenced by other variables outside of this study.