This study aims to analyze the influence of social media and e-commerce on online purchase decisions in the jewelry industry in Indonesia, with external factors such as competitor analysis and customer behavior as moderating variables. The research was conducted using quantitative methods by distributing questionnaires to 386 respondents using quantitative methods and SEM-PLS analysis. The results show that promotions, product descriptions, the safety of the transaction process, and competitor analysis significantly influence online purchase decisions. Customer analysis, was found to moderate this relationship, particularly in terms of increasing the effectiveness of CTAs and product descriptions. This research provides insights into the potential of digital marketing strategies in the jewelry industry, highlighting the importance of understanding competitor actions and customer behavior to improve purchase decisions and drive online sales growth.