Revolusi teknologi yang semakin cepat dapat dimanfaatkan Indonesia sebagai negara dengan pengguna internet terbesar keempat di dunia. Masyarakat Indonesia menghabiskan rata-rata tiga jam empat belas menit untuk mengakses media sosial. Penelitian ini bertujuan untuk mengamati bagaimana Belief dan Attitude mempengaruhi Purchase Intention. Kemudian bagaimana aspek-aspek pemasaran seperti appeal, interactivity, coverage, accessibility, dan currency sebagai indikator dari Marketing Content dan authority, accuracy, e-WoM, dan reliability sebagai indikator dari Trust dapat mempengaruhi Purchase Intention. Penelitian bersifat Confirmatory Factor Analysis dan akan digunakan metode Covariance Based Structural Equation Modeling (CB-SEM) untuk menganalisis data yang terkumpul. Sampel dari penelitian ini adalah 310 penduduk Jabodetabek, berusia 18-44 tahun. Model memiliki kecocokan yang baik, dapat diamati dari nilai χ2 = 189,242 pada d f = 171, Normed χ2 = 1,107, TLI = 0,965, CFI = 0,958, RMSEA = 0,033, dan SRMR = 0,044. Standardized factor loadings model mayoritas cukup dekat dengan 0,5 dan CR serta AVE dinilai acceptable. Kesimpulan dari penelitian adalah bahwa data mengkonfirmasi model, oleh karena itu pemasaran pada media sosial mempengaruhi keputusan pembelian konsumen. / The rapid technological revolution can be utilized by Indonesia as the country with the fourth largest internet users in the world. Indonesians spend an average of three hours and fourteen minutes accessing social media. This study aims to analyze how both Belief and Attitude affect Purchase Intention. As well as how marketing aspects such as appeal, interactivity, coverage, accessibility, and currency as indicators of Marketing Content; and authority, accuracy, e-WoM, and reliability as indicators of Trust; can affect Purchase Intention. The research is a Confirmatory Factor Analysis and a Covariance Based Structural Equation Modeling (CB-SEM) method will be used to analyze the collected data. The sample of this study were 310 Jabodetabek residents, ages 18-44. The model has a good fit, it can be observed from the value of χ2 = 189.242 with d f = 171, Normed χ2 = 1.107, TLI = 0.965, CFI = 0.958, RMSEA = 0.033, and SRMR = 0.044. The standardized factor loadings of the model are mostly close to 0.5 and the CR and AVE are considered acceptable. The results of the study found that the data confirmed the model and concluded that social media marketing influences consumer purchasing decisions.