This research is motivated by the phenomenon of social media usage growth as an online purchasing platform in Indonesia after the COVID-19 pandemic. Social media marketing activities are performed by online businesses to boost their product sales. Hence, this research aims to identify factors that effectively attract customers’ purchase intention through the utilization of paid partnership, as one of a commonly used marketing activities in social media platforms. The method used in this study is Structural Equation Modeling (SEM) Partial Least Square (PLS) with the purposive sampling method for primary data collection. SEM-PLS is a method that is commonly used to analyze data with complex models using structural equation modeling (SEM). The data were taken from TikTok application users who have seen product marketing content with a ‘Paid Partnership’ label. The primary data of 169 respondents were collected from April to September 2024 from the people who live in Indonesia. The result shows that six hypotheses are accepted including variable Product Trust, Buying Ability, Social Media Marketing Activities, Paid Partnership Influencer, Attitude, and Purchase Intention. Only one hypothesis is rejected based on the data which is related to Location variable.