This research aims to analyze the influence of social media marketing and purchasing interest on online consumer purchasing decisions on the Shopee marketplace. In the digital era, social media has become an important tool for companies to promote products and influence consumer purchasing decisions. Shopee, as one of the leading e-commerce platforms in Southeast Asia, uses social media marketing as one of the main strategies to attract consumer interest. This research uses a quantitative approach with a survey method involving respondents from students from the Faculty of Economics, Sultan Agung Islamic University (UNISSULA) who are active users of the Shopee application. The research sample was taken using a purposive sampling method, and data was collected through a questionnaire distributed to 100 respondents. The research results show that social media marketing has a positive and significant effect on consumer purchasing interest and purchasing decisions. Apart from that, purchasing interest has also been proven to play a mediating role that strengthens the relationship between social media marketing and consumer purchasing decisions. This research provides practical contributions for e-commerce companies such as Shopee in optimizing their social media marketing strategies to increase consumer purchasing interest and purchasing decisions. These findings also provide theoretical insight into the role of social media in influencing consumer behavior in the digital era.
Keyword:Social Media Marketing, Purchase Intentiont, Purchase Decision,Shopee.