Penelitian ini dilakukan untuk menganalisis pengaruh firm generated content terhadap perceived quality, pengaruh firm generated content terhadap brand awareness, pengaruh firm generated content terhadap brand association, pengaruh user generated content terhadap perceived quality, pengaruh user generated content terhadap brand awareness, pengaruh user generated content terhadap brand association, pengaruh perceived quality terhadap purchase intention, pengaruh brand awareness terhadap purchase intention, pengaruh brand association terhadap purchase intention pada produk sepatu di Instagram. Penelitian ini melibatkan 407 responden di Indonesia yang merupakan pengguna platform Instagram dan pernah berbelanja produk sepatu menggunakan platform Instagram. Pengumpulan data dilakukan dengan menyebarkan kuesioner yang berisi 27 pertanyaan dengan Skala Likert 1 – 5 berdasarkan metode convenience sampling. Data dianalisis dengan metode Structural Equation Modelling (SEM) berbasiskan SmartPLS 3.3.2. Hasil penelitian menunjukkan bahwa user generated content dan firm generated content berpengaruh positif dan signifikan terhadap perceived quality, brand awareness, dan brand association. Perceived quality dan brand association juga memiliki pengaruh positif dan signifikan terhadap purchase intention. Namun brand awareness tidak memiliki pengaruh signifikan terhadap purchase intention. Hasil penelitian ini dapat digunakan sebagai tolak ukur dan pertimbangan bagi perusahaan dalam meningkatkan strategi pemasaran, mengembangkan brand-nya, serta menjadi bahan informasi bagi konsumen dalam melakukan pembelian. / The purpose of this study is to analyze the effect of firm generated content on perceived quality, analyzing the effect of firm generated content on brand awareness, analyzing the effect of firm generated content on brand association, analyzing the effect of user generated content on perceived quality, analyzing the influence of user generated content on brand awareness, analyzing the effect of user generated content on brand association, analyzing the effect of perceived quality on purchase intention, analyzing the effect of brand awareness on purchase intention, analyzes the effect of brand association on purchase intention of shoe products on Instagram. This study is using 407 respondece in Indonesia who using an Instagram platform and ever buy a shoes using Instagram platform customers in Indonesia. Data are collected using 27 items questionnaires that measured with 1-5 Likert Scale and distributed with convenience sampling method. Structural Equation Modelling (SEM) method on SmartPLS 3.3.2 system is used to analyze the data. The study result suggest that user generated content and firm generated content have positive and significant effect towards perceived quality, brand awareness, and brand association. Perceived quality and brand association have positive and significant effect towards purchase intention. However brand awareness doesn’t have significant effect towards purchase intention. The results of this study can be used as benchmarks and considerations for companies in improving marketing strategies, developing their brands, and becoming information materials for consumers in making purchases.