In the field of tourism, restaurants have become one of the destinations for consumers who love culinary. Certainly, food become a basic need for every human being, the difference is only their lifestyles and tastes. This study concentrated on analysis of the effect of Instagram engagement to purchase intention and the luxury value perception as the mediator in 4 hotels Malang based on Skylounge Restaurant. The design used is quantitative approach with causality design. The questionnaire that measured with Likert scale 5 was the instrument used in data collection. Sample technique of this study was purposive sampling with the total was 130 respondents which conformed to certain specification of this study

Keywords : Instagram; Social Media; Luxury Value Perception; Purchase Intention; Skylounge.