The culinary sector is a contributor to the contribution of fairly large gross domestic product (GDP) in Indonesia with a growth of 37.77% in the 1st quarter of 2022. Small and Medium Industries (IKM) have become tourism potential in Indonesia. In Bogor City, Daiji Raamen is one of the culinary sectors in the form of a typical Japanese restaurant that has survived for 12 years. Daiji Raamen does marketing through Instagram marketing but has not been optimal due to the lack of response from followers. Model Attention, Interest, Desire, and Action (AIDA) is a model used to examine the response to a marketing effort. This study aims to analyze the influence of AIDA variables, the magnitude of the contribution of AIDA variables, and the form of AIDA variable regression equations on purchasing decisions in Daiji Raamen Bogor. The methods carried out include multiple linear regression analysis methods, simultaneous tests, and partial tests. The independent variables studied are attention, interest, desire, and action variables. The dependent variable under study is the purchase decision. The results showed that the independent variable had a significant effect on the dependent variable, with the F-test value (135.028) greater than the F-table (2.466), and the probability of significance was 0.000. The Attentation, Desire and Action variable significantly affects the partially bound variable, while the interest variable has no partially significant effect. The contribution of the AIDA variable in explaining the purchasing decision variable is 85%. The difference in multiple linear regression in this study was Y=4.238+(0.328)X1+(-0.418)X2+(0.367)X3+(0.702)X4