<![CDATA[Digital technology has fundamentally changed how businesses promote their products, with Instagram emerging as an efficient channel for visual, interactive marketing. This study examined the influence of Instagram social media promotion on consumer purchasing decisions at Rumah Makan Mamamuji, a local culinary business in Sidenreng Rappang Regency, Indonesia, using the AIDA (Attention, Interest, Desire, Action) framework as the theoretical foundation. A quantitative explanatory approach was employed, with data collected through questionnaires distributed to 94 respondents determined using the Slovin formula and purposive sampling. Data were analyzed using SPSS 27 through validity, reliability, classical assumption (normality, linearity, heteroscedasticity), simple linear regression, t-test, and coefficient of determination (R²) analyses. Results indicated that Instagram promotion had a positive and significant effect on purchasing decisions, evidenced by a calculated t-value of 6.586, exceeding the critical t-value of 1.986 at a significance level of 0.000 (p < 0.05). The coefficient of determination (R²) was 0.320, indicating that Instagram promotion explained 32.0% of the variance in purchasing decisions, while the remaining 68.0% was attributable to other factors such as price, product quality, and service quality. These findings offer practical guidance for Rumah Makan Mamamuji and similar local culinary businesses in optimizing digital promotional strategies.]]>
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