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This study aims to examine the effect of Social Media Influence on the Purchasing Intention of prospective university students, with Trustworthiness and Word of Mouth (WOM) serving as mediating variables at Universitas Ngudi Waluyo. This research employed a quantitative explanatory approach involving a population of 2,202 newly enrolled students in the 2025 academic year, with a sample of 339 respondents determined using the Slovin formula with a 5% margin of error. Primary data were collected through a structured questionnaire using a five-point Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings indicate that Social Media Influence has a positive and significant effect on Purchasing Intention, Trustworthiness, and Word of Mouth. In addition, Trustworthiness and Word of Mouth positively and significantly influence Purchasing Intention and also mediate the relationship between Social Media Influence and Purchasing Intention. The proposed model demonstrates a moderate level of explanatory power in accounting for variations in Purchasing Intention. These findings suggest that the effectiveness of digital marketing in higher education is influenced not only by the quality of social media content but also by its ability to build trust and encourage positive word-of-mouth communication. Therefore, higher education institutions should develop credible, informative, and interactive digital promotional strategies to enhance prospective students' intention to enroll.