<![CDATA[The rapid growth of digital technology has transformed the way companies promote skincare products and interact with consumers through digital platforms. In the highly competitive skincare industry, consumers are increasingly influenced not only by firms’ digital marketing activities but also by online reviews and recommendations shared by other users. However, previous studies have reported inconsistent findings regarding the relationship between digital marketing and purchase intention, indicating the need for further investigation. This study aims to examine the effect of Digital Marketing on Purchase Intention, with Electronic Word of Mouth (E-WOM) serving as a mediating variable among consumers of Skintific skincare products in Sukabumi City. A quantitative approach with a causal associative design was employed. Data were collected through questionnaires distributed to 165 respondents selected using purposive sampling and analyzed using Structural Equation Modeling Partial Least Squares (SEM-PLS) with SmartPLS 4. The findings reveal that Digital Marketing positively influences both E-WOM and Purchase Intention. In addition, E-WOM has a significant positive effect on Purchase Intention and partially mediates the relationship between Digital Marketing and Purchase Intention. These findings suggest that effective digital marketing, supported by positive online consumer interactions, can strengthen consumers’ intention to purchase Skintific products and provide practical insights for developing more effective digital marketing strategies.]]>
