<![CDATA[The increasing of internet usage in Indonesia, reaching 213 million users by 2023, has encouraged e-commerce and social media to become key marketing channels. Local skincare products, such as Noni Beauty Skin (NBS), utilize e-WOM and Instagram marketing to attract consumers, driving them to e-commerce platforms such as Shopee. One of the flagship products of NBS, the Ultimate Skincare Package, won the local skincare category on Shopee in 2023, with benefits that gained consumers' attention. Pre-survey results in Pekanbaru show that the majority are familiar with NBS products. The theory used was marketing management regarding Uses and Gratification Theory (UGT). The approach in this research was an electronic questionnaire with Google Forms to respondents of the Pekanbaru Community. This type of research was descriptive quantitative; the nature of the research was to obtain a description of a situation and problems and interpret it. The population in this study was the people of Pekanbaru City, whose numbers were unknown; the sample size of this study was 120 respondents. Hypothesis testing using structural equation modeling (SEM) analysis. In this study there are eight hypotheses that have been tested through SEM analysis. The results showed that: 1) e-WOM has a significant effect on purchase intention for Nony Beauty Skin (NBS) products; 2) Instagram marketing has a significant effect on purchase intention in Nony Beauty Skin (NBS) products; 3) brand image has a significant effect on purchase intention for Nony Beauty Skin (NBS) products; 4) e-WOM has a significant effect on purchase intention, with brand image functioning as mediation for Nony Beauty Skin (NBS) products; 5) Instagram marketing has a significant effect on purchase intention through brand image mediation for Nony Beauty Skin (NBS) products for Shopee users in Pekanbaru City.]]>
