The Influence Of Social Media Marketing Activities On The Intention To Purchase Skintific Skincare Products
Abstract
The rapid growth of digital technology and social media has fundamentally changed the way consumers engage with brands, especially in the beauty industry. Skintific serves as a strong example of how a skincare brand can effectively use platforms like TikTok to boost visibility, enhance brand value, and increase consumer interest in purchasing. This research explores how Social Media Marketing Activities (SMMA) influence consumers’ Purchase Intention, with Brand Equity and electronic Word of Mouth (eWOM) acting as mediating factors. Using a quantitative method, data were gathered from 400 followers of Skintific’s official TikTok account and analyzed through Structural Equation Modeling– Partial Least Squares (SEM-PLS) with SmartPLS software. The results indicate that SMMA has a significant effect on both Brand Equity and eWOM, and that these two variables play a mediating role in influencing Purchase Intention. Academically, this study contributes to the growing body of literature on digital marketing and consumer behavior, while practically offering insights for beauty brands to make better use of social media particularly TikTok as a strategic tool for building brand strength and encouraging purchasing decisions. KeyWords : Social Media Marketing Activities, eWOM, Brand Equity, Purchase Intention, TikTok..
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