The rapid growth of social media has transformed traditional marketing strategies and introduced innovative methods for promoting products and services. Among various social media platforms, Instagram has emerged as one of the most influential platforms due to its visual appeal, user engagement, and widespread popularity. Influencer marketing has become a key strategy where brands collaborate with social media influencers to reach target audiences and influence consumer behavior. Influencers establish a strong relationship with their followers through authentic content, reviews, recommendations, and personal experiences, which significantly impact consumer purchasing decisions.This study, titled “Understanding the Impact of Instagram Influencer Marketing on Consumer Purchase Decision: A Study at Coimbatore, Tamil Nadu,” aims to analyze how Instagram influencers affect consumer buying behavior. The research focuses on understanding the role of influencer credibility, trustworthiness, content quality, engagement level, and authenticity in shaping purchase intentions among consumers. The study also examines the perception of consumers toward influencer marketing and identifies factors that encourage consumers to make purchase decisions based on influencer recommendations