<![CDATA[Instagram social media has become one of the digital marketing strategies widely used in the hospitality industry to attract purchase intention, including at Bali Tropic Resort & Spa in the Tanjung Benoa area, Bali. Despite having the highest engagement rate among competitors in the area, the hotel recorded the lowest occupancy rate, raising questions about the effectiveness of Instagram in influencing purchase intention. This study aims to determine the influence of Instagram social media on purchase intention at Bali Tropic Resort & Spa. This study employed a quantitative associative approach using purposive sampling on 100 respondents who were active Instagram users and had seen, visited, or followed the hotel Instagram account. Data were collected through questionnaires and analyzed using simple linear regression with SPSS version 26. The results show that both variables fall into the high category, with mean scores of 3.70 and 3.63. The regression equation Y = 7.234 + 0.590X, with a t-value of 12.753 greater than the t-table value of 1.661 and significance of 0.000 (< 0.05), led to the rejection of H0 and acceptance of H1. The R2 value of 0.624 indicates Instagram social media contributes 62.4% to purchase intention (strong category), while the remaining 37.6% is explained by other factors. It can be concluded that Instagram social media has a positive and significant influence on purchase intention at Bali Tropic Resort & Spa.]]>
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