The digital revolution has fundamentally transformed consumer behavior, with social media platforms evolving into primary discovery engines for student demographics. This study examines the effectiveness of social media advertisements on the purchase decisions of 180 undergraduate students at Sulu State University in Jolo, Sulu. Guided by Ducoffe’s Advertising Value Model and Kotler’s Consumer Decision-Making Model, this research investigates the relationship between three advertising attributes—informativeness, entertainment value, and source credibility—and four stages of the consumer decision-making process: problem recognition, information search, alternative evaluation, and purchase action. Utilizing a quantitative descriptive-causal design, data were gathered through structured surveys from students across nine university departments. The findings reveal that while students perceive social media advertisements as moderately effective, there is a clear prioritization of factual utility. Statistical analysis, including Pearson correlation and multiple linear regression, confirms that all three advertising attributes significantly influence purchase decisions. Informativeness emerged as the strongest predictor of purchasing behavior (β = .41, p < .000), suggesting that students in transitioning provincial economies rely on precise product details to mitigate perceived financial risk. Entertainment value and source credibility also demonstrated significant positive correlations, though they functioned as supporting factors rather than primary drivers. The study concludes that for local micro, small, and medium enterprises (MSMEs) to succeed in provincial markets, they must transition from generalized marketing templates to data-driven, localized content that emphasizes transparency and functional clarity. These insights provide a foundational framework for regional entrepreneurs to optimize their digital advertising budgets and enhance consumer trust within the Bangsamoro Autonomous Region in Muslim Mindanao (BARMM).