For more than 20 years, social media has changed a lot and has become one of the most potent marketing channels. Instagram stands among the leaders in social media, playing a significant role in influencing consumer perceptions and preferences toward brands. This study aims to investigate how PT Telkom Akses's use of Instagram for branding affects brand image and consumer purchase intention. This research adopts a qualitative methodology to explore in-depth each element, such as Content Creation, Content Sharing, Connection, and Community Building, contributing to the company’s brand image. This study also looks at the relationship between brand image and consumer purchase intention. Data collection is performed through in-depth interviews with the marketing team of PT Telkom Akses, as well as analyzing the Instagram content of the company. The research findings are intended to provide insights for PT Telkom Akses in devising effective strategies on Instagram to strengthen brand image and facilitate consumer purchase decisions.