This study aims to determine the effect of promotional strategies through Instagram social media on users’ decisions about Katira MakeUp & Hairdo services in Serang. The sample used was 30 people with a simple random sampling technique. The research method used is quantitative by collecting data through questionnaires. The data analysis technique used is simple regression analysis with SPSS. The research results obtained show that the promotion strategy variable has a significant positive effect on purchasing decisions. This is evidenced by the t-count of 10.301 (> 1.98) and a significance of 0.00 (<0.05).
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