<p>Along with advances in information technology, including in the digital-based economy, the potential for entrepreneurship becomes even wider. One of them is by using the marketplace as a place to sell goods and services, so that market segmentation is wider. But this is not enough, a company needs a fort to be able to compete with other similar marketplaces, namely with good and professional company management both internally and externally. One of them is the marketplace in the city of Salatiga, namely 'Nyayur', which uses various marketing strategies to be able to compete. The purpose of this study was to determine the analysis of the influence of social media marketing, review content and e-service quality on buying interest among users of the Nyayur Marketplace in Salatiga. Collecting data using purposive sampling techniques with a questionnaire distributed directly to the users of Nyayur as many as 50 people. The data obtained were processed using IBM SPSS statistics 25. The results showed that the Social Media Marketing variable had a positive and insignificant effect. The Review Content variable has a positive and insignificant effect. Meanwhile, the E-Service Quality variable has a positive and significant effect and content review is not able to moderate the relationship between social media marketing and e-service quality on Buying Interest in Nyayur Marketplace Users in Salatiga City.</p><p> </p>