<![CDATA[The digital growth of social media has transformed how consumers obtain product information and evaluate culinary businesses. This study examines the influence of user-generated content (UGC) on purchase decisions among consumers of local culinary enterprises (MSMEs), with cultural and community closeness as a mediating construct and platform use as a comparison factor. A quantitative explanatory survey was conducted with 200 selected respondents, comprising 100 Instagram users and 100 TikTok users exposed to UGC about local culinary MSMEs. UGC was operationalized through review quality, source credibility, visual appeal, and user interaction. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), while cross-platform differences were assessed through Measurement Invariance of Composite Models (MICOM) and Partial Least Squares Multigroup Analysis (PLS-MGA). UGC positively affected cultural and community closeness (β = 0.727, p < 0.001) and purchase decisions (β = 0.397, p < 0.001). Cultural and community closeness also positively affected purchase decisions (β = 0.387, p < 0.001) and mediated the UGC–purchase relationship (β = 0.281, p < 0.001). Visual appeal showed the strongest reported contribution to UGC (f² = 2.257). PLS-MGA identified a significant platform difference in the UGC–purchase relationship (p = 0.036), with a stronger relationship among Instagram users.]]>
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