Abstract
The era of digitalization which is an era where everyone uses digital means as a medium of communication and a means of communication. The use of this media is considered very effective and has a tremendous impact on its users, the phenomenon of online shopping is growing rapidly. The current availability of a marketplace is very helpful in finding a product, such as Tokopedia, which is the largest online shopping marketplace in Indonesia. The purpose of this study was to determine the effect of interactive digital media on online product purchasing decisions. The population in this study are active users of the Tokopedia marketplace who have made purchases in the South Tangerang City area. The sampling technique in this study was to use purposive sampling technique. The sample in this study were as many as 64 respondents. The data analysis technique used in this research is Structural Equation Modeling using SmartPLS. The results of the study show that the existence of digital media can influence potential consumers to make purchase transactions, seen through each indicator of the digital media variable, namely the website and social networking Instagram, which shows significant positive results on the decision to purchase fashion products on the Tokopedia marketplace.
 Abstrak 
 Era digitalisasi yang merupakan era di mana setiap orang menggunakan sarana digital sebagai media penghubung dan alat komunikasi. Penggunaan media ini dinilai sangat efektif dan memberikan dampak yang luar biasa kepada penggunanya, fenomena berbelanja secara daring semakin berkembang pesat. Ketersedian marketplace saat ini sangat membantu dalam pencarian suatu produk, seperti Tokopedia yang merupakan marketplace berbelanja daring terbesar di Indonesia. Tujuan penelitian ini adalah untuk mengetahui pengaruh media digital interaktif terhadap keputusan pembelian produk secara online. Populasi dalam penelitian ini adalah pengguna aktif marketplace Tokopedia yang pernah melakukan pembelian yang berada pada wilayah Kota Tangerang Selatan. Teknik pengambilan sampel dalam penelitian ini yaitu dengan menggunakan teknik purposive sampling. Sampel pada penelitian ini adalah sebanyak sebanyak 64 responden. Tekhnik analisis data yang di gunakan dalam penelitian ini adalah dengan Structural Equation Modeling menggunakan SmartPLS. Hasil penelitian dapat diketahui bahwa dengan adanya media digital dapat mempengaruhi calon konsumen untuk melakukan transaksi pembelian, dilihat melalui setiap indikator dari variabel media digital yaitu website dan jejaring sosial instagram menunjukan hasil positif signifikan terhadap keputusan pembelian produk fashion di marketplace Tokopedia. 
 Kata Kunci : Media Digital, Website, Media Jejaring Sosial Instagram, Keputusan Pembelian Online, Model Persamaan Struktural
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