The global demand for organic and luxury food market has been growing rapidly, especially Indonesia, which becomes the fourth-largest organic agriculture area in Asia. Edible Bird Nest (EBN) is classified as an organic and luxury food which is renowned for its nutritional and medicinal benefits. As the current digital era enhances the utilization of digital marketing, especially through social media, such as Instagram platform, the EBN business also participates in implementing digital marketing strategies through social media advertising. This study examines the impact of Instagram advertising attributes, such as visual focuses, content claims and promotional strategies, of the EBN products on the consumer purchase intention and other consumer behavioral response. This study uses a survey participated by a total of 305 respondents in Indonesia as its research methodology, while linear regression model is used as the statistical method of this study. The overall result shows that all three examined advertising attributes have a significant impact on the consumer’s purchase intention. As this study uses the ABC model, the mediating effect of the consumer perception is also analyzed. The study result shows that there is a mediating effect for the relationship of certain advertising attributes and the consumer behavioral response. The result of this study contributes in providing insights in assigning different social media advertising strategies, especially using Instagram platform, according to different categories of target market.

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