Consumer behavior has shifted towards using digital platforms, such as Instagram, for obtaining information about food and beverage products. This trend shows that more consumers rely on these platforms for references, reviews, and recommendations before making purchasing decisions. This research examines how Content Creation, Content Sharing, and Connecting on Instagram influence Purchasing Decisions and their subsequent impact on Consumer Repurchase Intentions for food and beverage products in Pangkalpinang City. The study's population consisted of residents of Pangkalpinang City who use Instagram, and the sample size of 400 was determined using the Slovin formula. The hypotheses were tested using the SEM statistical method with the SmartPLS application version 4.0.9.6, 2023. The research findings indicate that (1) Content Creation positively and significantly affects purchasing decisions, (2) Content Sharing affects purchasing decisions, (3) Connecting positively and significantly impacts purchasing decisions, (4) Content Creation, Content Sharing, Connecting, and purchasing decisions influence repurchase interest positively, (5) Content Creation positively and significantly affects repurchase interest, (6) Content Sharing positively and significantly affects repurchase interest, (7) Connecting does not have a positive and significant effect on repurchase interest, and (8) Purchasing decisions positively and significantly affect repurchase interest.