ABSTRACT
Jamu Herbal Drink, an Intangible Cultural Heritage, has been hardly consumed, especially by the millennial generation. Some Jamu Cafes in a modern style have been opened by bringing jamu innovation to attract the millennial generation. One Jamu Cafe is Acaraki Café, Jakarta. It serves Jamu in a modern way. Besides, they use Instagram to attract the millennial generation. This paper aims to analyze jamu herbal drink innovation and Instagram content influence on the purchase intention of the millennial generation in Acaraki Café. Innovation in this research includes novelty and change, variety, processing and technology, origin and ethnicity, and convenience. Instagram Content was researched via image, video and hashtag usage in Acaraki Café's Instagram account. Multiple Regression Analysis has been used to analyze data using SPSS 25. The result showed that innovation in jamu and Instagram content have a positive and significant influence on jamu's purchase intention of the millennial generation, especially in novelty and change and hashtag usage.
