Pengaruh Social Media Marketing terhadap Purchase Intention dengan Brand Image dan Brand Awareness sebagai Mediasi pada Produk Kosmetik Hanasui

The rapid digitalization of the cosmetics industry has significantly shifted the shopping behavior of Generation Z, making TikTok a highly strategic social media marketing platform. This research aims to examine the impact of social media marketing on purchase intention for Hanasui cosmetic products in Tangerang Regency, incorporating brand image and brand awareness as mediating variables. Employing a quantitative explanatory approach, data were collected through purposive sampling from 110 active TikTok users aged 17 to 27 years old. The empirical data were then analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method via SmartPLS software. The findings reveal that social media marketing has a positive and significant direct effect on brand image, brand awareness, and purchase intention. Furthermore, both brand image and brand awareness positively influence purchase intention and serve as significant mediators in the relationship between social media marketing and purchase intention. Practically, this study suggests that cosmetics companies should develop interactive and engaging digital content to strengthen brand familiarity and positive impressions, which effectively stimulates consumers' purchase intentions.