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The era has really changed peoples habits, especially with the emergence of gadgets and the abundance of social media as a tool to make online business, one of them in social media that is so widely used is Instagram. The number of social media users is really used to reach consumers. The research method used in this data analysis is a descriptive method, which is collecting data in the form of words and images. The results of the study can be concluded how changes in consumer behavior in buying products can affect the success of online businesses.