Abstract
This study examines whether online advertising on social media Instagram influences purchase intention
 through shopping motivation. The study uses causal quantitative research methods with 110 respondents using
 purposive sampling techniques. The results show that Instagram social media online advertising has a positive
 effect on buying interest and utilitarian and hedonic shopping motivations for beauty care products and services.
 Hedonic motivation influences the customer's desire to buy beauty care products and services, but conversely,
 utilitarian motivation does not affect the interest in buying beauty care products and services. Online advertising
 can affect utilitarian shopping motivation but does not affect buying interest, while online advertising affects
 hedonic motivation and then affects customers in buying beauty care at Favourite Beauty Care Surabaya.
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