<![CDATA[Technological advancements have driven the growth of transactions on social commerce platforms. This study aims to examine the influence of social media marketing activities and perceived ease of use on purchase intention, with perceived value serving as a mediating variable and hedonic motivation as a moderating variable. Data were collected from 150 respondents in Jakarta and analyzed using PLS-SEM. The results indicate that social media marketing activities and perceived ease of use have a positive and significant effect on perceived value. Perceived value also has a positive and significant effect on purchase intention and mediates the relationships between social media marketing activities, perceived ease of use, towards purchase intention. However, social media marketing activities and perceived ease of use do not have a significant direct effect on purchase intention. In addition, hedonic motivation was not found to significantly moderate the relationship between perceived value and purchase intention. The findings indicate that platform managers and business practitioners should focus their marketing strategies on enhancing consumers’ perceived value, as it serves as the primary driver of purchase intention. Perkembangan teknologi telah mendorong peningkatan transaksi pada platform social commerce. Penelitian ini bertujuan menguji pengaruh aktivitas pemasaran media sosial dan persepsi kemudahan penggunaan terhadap minat beli dengan persepsi nilai sebagai variabel mediasi dan motivasi hedonis sebagai variabel moderasi. Data diperoleh dari 150 responden di DKI Jakarta dan dianalisis menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa aktivitas pemasaran media sosial dan persepsi kemudahan penggunaan berpengaruh positif dan signifikan terhadap persepsi nilai. Persepsi nilai juga berpengaruh positif dan signifikan terhadap minat beli serta memediasi pengaruh aktivitas pemasaran media sosial dan persepsi kemudahan penggunaan terhadap minat beli. Namun, aktivitas pemasaran media sosial dan persepsi kemudahan penggunaan tidak berpengaruh signifikan secara langsung terhadap minat beli. Selain itu, motivasi hedonis tidak terbukti memoderasi pengaruh persepsi nilai terhadap minat beli. Hasil penelitian ini mengindikasikan bahwa pengelola platform dan pelaku usaha perlu memfokuskan strategi pemasaran pada upaya meningkatkan persepsi nilai konsumen sebagai faktor utama dalam mendorong minat beli.]]>
