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This study aims to analyze the influence of social media marketing and customer reviews on purchasing intention, with attractiveness serving as a mediating variable at PT. Mega Finance Semarang Branch. A quantitative approach was employed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method on data collected from 144 respondents selected through purposive sampling. The results indicate that social media marketing and customer reviews do not have a significant direct effect on purchasing intention. However, both social media marketing and customer reviews have a positive and significant effect on attractiveness. Furthermore, attractiveness significantly and positively influences purchasing intention. The mediation analysis reveals that attractiveness fully mediates the relationship between social media marketing and customer reviews and purchasing intention. These findings highlight the importance of enhancing company attractiveness through effective digital marketing strategies and customer review management to increase consumers’ purchasing intentions in a sustainable manner.