The increasingly massive digital transformation has changed the marketing landscape, including in the local culinary industry. This study aims to analyze the influence of digital marketing through Instagram and TikTok platforms on consumer purchase decisions in local culinary businesses in Bali, considering the role of buying interest as a mediating variable. Using a quantitative approach, data was obtained from 180 respondents who were active users of Instagram and TikTok who had purchased local culinary products. The analysis was carried out through the Structural Equation Modeling (SEM) method based on Partial Least Squares (PLS). The results show that digital marketing significantly influences purchasing decisions, either directly or indirectly through buying interest. Influencer marketing was identified as the dominant factor in forming a positive perception of digital content. Meanwhile, buying interest acts as a strong psychological mediator between digital exposure and actual purchase actions. This study also contributes to the development of a theory of digital consumer behavior by emphasizing the importance of affective and interactive aspects in marketing strategies. Practical recommendations are directed at optimizing the use of authentic short video content, collaboration with credible influencers, and intensive digital interaction to increase the competitiveness of culinary MSMEs in Bali in the midst of increasingly dynamic digital competition.
Astawa et al. (Wed,) studied this question.