<![CDATA[In the increasingly competitive digital market, advertising features on social media have become the cornerstone of effective digital marketing strategies for e-commerce businesses. However, empirical studies examining how these features influence purchase intention through brand-related constructs remain limited. This study aims to analyze the effect of social media advertising features on consumers’ purchase intention, with brand awareness and brand trust serving as mediating variables. The research adopts the Unified Theory of Acceptance and Use of Technology (UTAUT) as a conceptual framework to explain the relationship between social media advertising features and purchase intention, as well as to investigate the mediating roles of brand awareness and brand trust. A quantitative approach with a causal research design was employed. Primary data were collected through an online questionnaire distributed to 200 millennial and Gen Z respondents in Palembang City who actively use Instagram, follow Tokopedia’s official account, and have been exposed to its advertisements. Data were analyzed using Structural Equation Modeling (SEM) with the AMOS software. The results reveal that social media advertising features significantly influence purchase intention both directly and indirectly through brand trust, whereas brand awareness has no direct effect on purchase intention. These findings highlight the critical role of brand trust in enhancing the effectiveness of technology-based social media advertising.]]>
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