Social media promotion is one of the current trends used to attract buyers, along with the massive use of information technology. One of them is using Instagram in promotional activities for traditional Indonesian food of Bakpia. This study aims to determine the effect of promotion through Instagram on consumer purchase intention of Bakpia. The study used descriptive method and multiple linear regression analysis. Four hundred respondents participated in this study through an online Google form survey. The results showed that promotional activities using Instagram were in good perception among consumers. Furthermore, based on the multiple regression analysis, the variable of context, communication, collaboration, and connection on Instagram promotion were statistically significant positive effect on purchase intention of bakpia consumers.