Abstract
The development of communication media in Indonesia post-COVID-19 pandemic reflects a significant transformation, particularly in the digital media realm. Instagram can be a powerful tool for brand building, enhancing engagement, and achieving communication goals. The campaigns and educational benefits are the core of the social media content from the @lrtcity account, which not only educates the public but also serves as a promotional platform with a softselling approach. Measuring consumer purchase interest is the ultimate goal of the education delivered through Instagram content, as the primary objective is to drive sales of TOD-concept properties represented by the LRT CITY brand. This research employs a quantitative method based on a positivist approach (classic/objective). The results of this study show that there is a strong and significant positive relationship between Instagram content (X) and internal meaning (Y1), with a correlation coefficient of 0.774. The contribution of Instagram content to internal meaning is 59.9%. Additionally, Instagram content (X) also shows a positive and significant influence on consumer purchase interest (Y2), with a correlation coefficient of 0.834. The contribution of Instagram content to consumer purchase interest is 69.5%.
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