<![CDATA[Instagram is one of the media that provides information through visual content that can increase or decrease tourists' interest in visiting a tourist attraction. Positive or negative statements through interesting photos, videos, and stories on Instagram will influence (Electronic Word of Mouth - EWOM) the interest and decision to visit of potential tourists. The purpose of this study is to analyze the influence of Electronic Word of Mouth (e-WOM) through Instagram and interest in visiting on tourists' decision to visit Pasir Panjang tourist destination, Kei Islands. The research method uses quantitative research. The research population is all tourists who visit Pasir Panjang tourist destination, with a research sample consisting of 40 tourists who obtain tourism information through Instagram social media accounts. Multiple linear regression and Path analysis are used as data analysis techniques. The results of the study show that Instagram EWOM directly has a significant effect on Interest in Visiting and Tourist Decisions to Visit Pasir Panjang Tourist Attraction. Tourist Interest directly influences the Decision to Visit and Tourist Interest is proven to be able to mediate Instagram EWOM on Tourist Decisions to Visit Pasir Panjang Tourist Attractions as shown by the high correlation coefficient and the Sobel test value which shows a significant mediation role with a P-Value or significance value obtained of 0.047 (<0.05) indicating that eWOM on Instagram plays an important role in shaping tourist perceptions and interests in deciding to visit a destination.]]>
