Social media has become an essential platform for linking sales and advertising activities. Businesses use social media advertising features to attract customer attention and build profitable relationships. This study analyzes the relationships between variables influencing customer purchase intention towards social media ads in Indonesia. The 10 hypotheses, 9 were accepted, and the relationship between Habit to Purchase Intention was not significant. Variable relationships were measured using Critical Ratio (CR) and P-value. Interactivity significantly influenced Hedonic Motivation and Purchase Intention. Variables such as Performance Expectancy, Informativeness, and Perceived Relevance also showed significant impact, emphasizing the importance of interactive and relevant ad features.