<![CDATA[This study aims to uncover the antecedents of online purchase behavior among digital consumers by examining the roles of co-creation and social media brand interactivity, and by comparing their relative influence. Grounded in Service-Dominant Logic and customer engagement theory, a quantitative cross-sectional survey was conducted with 231 active social commerce users in Indonesia. Multiple regression analysis reveals that both co-creation (β = 0.601, p < 0.001) and social media brand interactivity (β = 0.245, p < 0.001) significantly and positively predict online purchase behavior, jointly explaining 60.3% of its variance. Importantly, co-creation exerts a substantially stronger effect, more than double that of interactivity. These findings demonstrate that while interactive brand communication provides the necessary relational infrastructure, it is the deeper consumer involvement in value co-creation actively seeking, sharing, and contributing to brand narratives that serves as the dominant driver of purchase decisions. The study advances digital consumer behavior theory by empirically distinguishing between interactive communication and collaborative value formation, and offers practical guidance for marketers to prioritize co-creation strategies over mere interactive presence to effectively stimulate online purchasing.]]>
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