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The advances in information technology have led to interesting phenomena, such as the increasing number of luxury goods that can be marketed through social media such as Instagram, which is mostly used by millennials. This generation has unique characteristics in shopping compared to previous generations. This study aims to determine the effect of lifestyle and motivation on the interest in buying millennial generation branded handbags with Instagram facilities as moderation. The research data was obtained through questionnaire distribution with the help of google forms for 165 respondents online and analyzed using PLS software. The results showed that lifestyle and motivation had a significant influence on purchase intentions, while the Instagram facility had no significant effect on shopping intentions. It also shows that the Instagram facility does not moderate the influence of lifestyle and purchase intentions or motivation and purchase intentions.

Lifestyle, Motivation, and Purchase Intention of Luxury Bag With Instagram Facility as Moderation on Millennial Generation