How content marketing and influencers drive skincare purchase intentions on social commerce

Abstract

This study analyzes the influence of Content Marketing, Viral Marketing, Influencer Marketing, and Electronic Word-of-Mouth (E-WOM) on Purchase Intention of local skincare products in Jakarta through social commerce platforms. The study used a quantitative method with Structural Equation Modeling-Partial Least Square (SEM-PLS) and involved 250 respondents selected through purposive sampling techniques. The results showed that E-WOM had the greatest influence on Purchase Intention, followed by Influencer Marketing, both of which were effective in building consumer trust. Meanwhile, Content Marketing and Viral Marketing made smaller but still important contributions in increasing brand awareness. E-WOM proved to be a powerful social validation tool, while Influencer Marketing created a significant emotional connection between the audience and the product.  The implications of this study suggest that local skincare companies need to prioritize E-WOM-based strategies, such as encouraging positive reviews from consumers, as well as strengthening collaboration with credible influencers. In addition, relevant and interesting marketing content is still needed to strengthen brand appeal. This study contributes by identifying the simultaneous influence of digital marketing elements on Purchase Intention and provides strategic insights for companies in increasing competitiveness in the local skincare market.