The Influence of Social Media Marketing, Brand Awareness, and Consumer Brand Engagement on Purchase Intention for Cosmetic Products among Generation Z

The rapid development of the beauty industry in Indonesia requires business actors to maximize the use of social media platforms like TikTok to reach Generation Z. This study aims to analyze the direct influence of Social Media Marketing (SMM), Brand Awareness (BA), and Consumer Brand Engagement (CBE) on Purchase Intention (PI). This study uses a quantitative approach with purposive sampling technique. Data were collected thru questionnaires from 220 active TikTok users in the Jabodetabek area, aged between 17 and 31 years. The analysis technique used was SPSS for the pretest of 30 respondents and Structural Equation Modeling (SEM) with the help of SmartPLS software for the subsequent research test. The research results show that all hypotheses (H1-H5) were significantly accepted. The findings demonstrate that the influence of social media marketing on brand awareness makes the most dominant contribution among the factors examined. Additionally, it was found that Social Media Marketing also significantly influences the increase in Brand Awareness and Consumer Brand Engagement. This research model has the ability to explain 53.7% of the variation in the Purchase Intention variable. These findings underscore the importance of optimizing TikTok features such as live streaming and educational content as efforts to build brand awareness and emotional engagement to drive Generation Z's purchase intention in the cosmetics industry.