Abstract
The rapid development of digital communication has changed how audiences encounter, process, and respond to promotional messages. Instagram has become an important social media platform for information, interaction, entertainment, and promotion, while also being used to distribute online gambling content. This study examines the effect of online gambling promotion on Instagram on the attitudes of Generation Z in Palembang. The study employed a quantitative survey approach with purposive sampling and involved 101 respondents who met the research criteria. Data were collected using a five-point Likert questionnaire and analyzed using validity, reliability, descriptive statistics, assumption tests, and simple linear regression procedures in SPSS 25. The results showed that all questionnaire items were valid and that Cronbach's Alpha was 0.913 for variable X and 0.913 for variable Y. The regression analysis produced R0.043 and R Square = 0.002, equivalent to approximately 0.19%. The F-test produced F-0.187 with a significance value of 0.666, while the t-test producedt 0.433 with a significance value of 0.666. Because the significance value was greater than 0.05, HO was accepted and H1 was rejected. Thus, online gambling promotion on Instagram was not found to have a significant effect on the attitudes of Generation Z in Palembang. The findings are interpreted through the Stimulus-Organism-Response (S-O-R) framework, which positions online gambling promotion as the stimulus, Generation Z as the organism, and attitude as the response.