Abstract
The purpose of this research is to examine the impact of information quality and social media marketing on purchasing decisions for Erigo brand products on Instagram. This study employs a quantitative method using regression analysis. The sampling technique applied is purposive sampling, with a total of 80 respondents collected through online questionnaire distribution via WhatsApp to Erigo brand product consumers on Instagram. The data were analyzed using IBM SPSS version 25 through several tests, including validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and determination coefficient tests. The results of this research indicate that information quality and social media marketing have a significant and positive effect, both partially and simultaneously, on purchasing decisions for Erigo products
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