<![CDATA[Abstract: This study aims to analyze the effect of social media interactivity, digital information quality, and online promotion on purchasing decisions with customer engagement as a mediating variable. The research employed a quantitative approach using a cross-sectional survey design. The population consisted of 100 respondents from Pelalawan Regency in 2026 using a census sampling technique. Data were collected through a structured questionnaire with a five-point Likert scale and analyzed using Partial Least Square–Structural Equation Modeling (PLS-SEM) through SmartPLS 4. The findings indicate that social media interactivity has a positive and significant effect on purchasing decisions (β=0.532; p<0.05), and online promotion also has a positive and significant effect on purchasing decisions (β=0.544; p<0.05). Meanwhile, digital information quality has no significant effect on customer engagement or purchasing decisions. Customer engagement was also found not to significantly influence purchasing decisions, indicating that its mediating role has not been optimal. The study concludes that digital marketing strategies emphasizing active social media interaction and attractive online promotions are more effective in improving consumer purchasing decisions than solely improving digital information quality. Keywords: Social Media Interactivity; Digital Information Quality; Online Promotion; Customer Engagement; Purchasing Decision. Abstrak: Penelitian ini bertujuan untuk menganalisis pengaruh interaktivitas media sosial, kualitas informasi digital, dan online promotion terhadap keputusan pembelian dengan customer engagement sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan desain survei potong lintang (cross-sectional). Populasi penelitian terdiri dari 100 masyarakat Kabupaten Pelalawan tahun 2026 dengan teknik sensus sampling. Pengumpulan data dilakukan menggunakan kuesioner skala Likert 5 poin dan dianalisis menggunakan Partial Least Square–Structural Equation Modeling (PLS-SEM) melalui SmartPLS 4. Hasil penelitian menunjukkan bahwa interaktivitas media sosial berpengaruh positif dan signifikan terhadap keputusan pembelian (β=0,532; p<0,05), demikian juga online promotion yang berpengaruh positif dan signifikan terhadap keputusan pembelian (β=0,544; p<0,05). Sementara itu, kualitas informasi digital tidak berpengaruh signifikan terhadap customer engagement maupun keputusan pembelian. Customer engagement juga tidak terbukti berpengaruh signifikan terhadap keputusan pembelian sehingga perannya sebagai variabel mediasi belum optimal. Simpulan penelitian menunjukkan bahwa strategi pemasaran digital yang menekankan interaksi aktif di media sosial dan promosi online yang menarik lebih efektif dalam meningkatkan keputusan pembelian konsumen dibandingkan peningkatan kualitas informasi digital semata. Kata kunci: interaktivitas media sosial; kualitas informasi digital; online promotion; customer engagement; keputusan pembelian.]]>
