Recently, Instagram is not only use for entertainment, but also act as a platform used for medium business, such as promotion and buying products. Roughneck 1991 is one of the brand fashions from Indonesia that use Instagram to promote their product to market through brand image which is Roughneck show up on their Instagram account. In this study, researchers used quantitative methods to analyze data obtained from Roughneck 1991 buyers using 176 respondents. To tested the hypotheses, this research using PLS-SEM as a statistical tool. From the results of the analysis, the researchers found that brand image as an intervening variable positively can helps Instagram content in influencing purchasing decisions.