ABSTRACT
Digital media as a reference source that tourists rely on to find information have affected tourist consumption behavior, including in the context of culinary tourism. The study aimed to analyze Instagram's influence on Solo cuisine purchase decisions. Solo was chosen as a study location as it is one of the regions in Indonesia that offers diverse culinary treasures. The study used a quantitative approach by distributing online questionnaires. Purposive sampling techniques are aimed at tourists who had visited Solo and used Instagram as a medium to find culinary information and references. Techniques used to analyze data in this study include descriptive statistics, linear regression, and coefficient of determination test. The results of the study indicate that Instagram contributed as much as 37.5% in determining the decision of Solo City tourists. This research can be used to suggest local culinary development in Solo City by utilizing digital media as a marketing strategy.
