Pengaruh Sustainability, Electronic Word of Mouth dan Media Sosial (Tiktok) Advertising Terhadap Consumer’s Purchase Intention: Studi Kasus Skincare Somethinc

Consumer Purchase Intention plays a crucial role in marketing strategies, which companies can leverage to establish direct communication and foster strong relationships with customers. This study aims to identify the factors influencing consumer purchase intention for Somethinc skincare products, with variables examined including Sustainability Environment, Sustainability Economic, Sustainability Social, Electronic Word of Mouth (e-WOM), and Social Media (TikTok) Advertising. This research adopts a quantitative approach with purposive sampling techniques, involving 205 respondents aged 17-45 who are consumers of Somethinc skincare in the Greater Jakarta area. Data analysis was conducted using the Structural Equation Modeling (SEM) method. The results indicate that sustainability environment positively affects consumer purchase intention, sustainability economic positively affects consumer purchase intention, sustainability social positively affects consumer purchase intention, electronic word of mouth positively affects consumer purchase intention, and social media advertising positively affects consumer purchase intention. This research contributes to companies by encouraging them to focus more on economic and social sustainability strategies to enhance consumer purchase intention. Future researchers are encouraged to explore different research objects and add variables such as brand image and brand loyalty.