<![CDATA[The rapid growth of social media has encouraged Micro, Small, and Medium Enterprises (MSMEs) to utilize Instagram as a digital marketing platform to enhance consumer purchasing decisions. This study aims to analyze the effects of Content Marketing, Interactivity, and Electronic Word of Mouth (e-WOM) on consumer purchasing decisions at UMKM Lolita in Padakembang, Tasikmalaya. This research employed a quantitative approach with a cross-sectional design involving 86 respondents selected through purposive sampling. Data were collected using a valid and reliable questionnaire and analyzed using multiple linear regression with SPSS 27. The results indicate that Content Marketing (β = 0.162; p = 0.047), Interactivity (β = 0.435; p = 0.000), and e-WOM (β = 0.374; p = 0.000) have positive and significant effects on consumer purchasing decisions. Among the independent variables, Interactivityhas the strongest influence on purchasing decisions. The research model explains 84.9% of the variance in purchasing decisions (Adjusted R² = 0.849). These findings suggest that improving digital interaction quality, managing customer reviews effectively, and delivering relevant content can serve as effective strategies for MSMEs to enhance consumer purchasing decisions through Instagram.]]>
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