<![CDATA[The rapid development of the skincare industry and the high use of social media encourage companies to optimize social media marketing strategies to increase consumer purchase intention. This study aims to analyze the influence of Social Media Marketing Activities on Purchase Intention through the role of Customer Satisfaction, Brand Loyalty, and Brand Awareness on TikTok Generation Z users in Greater Jakarta. The study used a quantitative approach with a survey method of 360 respondents selected through purposive sampling. Data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with the help of SmartPLS 4.0. The results showed that Social Media Marketing Activities has a positive and significant effect on Customer Satisfaction, Brand Loyalty, and Brand Awareness. In addition, Customer Satisfaction has a positive effect on Brand Loyalty and Brand Awareness and is proven to mediate the relationship between Social Media Marketing Activities and both variables. Brand Loyalty and Brand Awareness also have a positive and significant effect on Purchase Intention. It is recommended that Skintific continue to develop creative, educational, and interactive social media content to increase consumer satisfaction, loyalty, and brand awareness. This research provides theoretical contributions in enriching digital marketing literature as well as practical contributions as a basis for developing more effective social media marketing strategies.]]>
