<![CDATA[The rapid expansion of social commerce has increased the need to understand how technological, informational, and relational features jointly shape consumers’ purchase evaluations. This study examines Augmented Reality (AR) experience, Content Quality, and Brand Interactivity as predictors of Purchase Intention among Indonesian Instagram Shopping users. A quantitative cross-sectional survey was conducted with 202 respondents aged 18–35 years who had used Instagram Shopping and encountered an AR-supported shopping experience during the preceding three months. Measurement quality was assessed using item-level diagnostics, Cronbach’s alpha, exploratory factor analysis, and parallel analysis, followed by multiple linear regression with HC3 heteroskedasticity-consistent standard errors. The regression model was statistically significant, F(3, 198) = 134.863, p < 0.001, and explained 67.1% of the variance in Purchase Intention. Content Quality showed the strongest positive association (β = 0.439, p < 0.001), followed by AR experience (β = 0.341, p < 0.001), whereas Brand Interactivity showed a positive but nonsignificant association (β = 0.111, p = 0.276). Measurement diagnostics indicated limited construct differentiation: reliability coefficients ranged from 0.616 to 0.651, and parallel analysis retained one dominant factor. Accordingly, the results are interpreted as exploratory predictive evidence rather than confirmatory validation of fully distinct latent constructs. Within this predictive framing, decision-relevant content and functional AR visualization were more strongly associated with Purchase Intention than Brand Interactivity considered as an independent predictor. The study contributes to social-commerce research by jointly examining technological, informational, and relational predictors while providing practitioners with a cautious empirical basis for prioritizing content quality and evaluation-oriented AR.]]>
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