<![CDATA[Marketing through social media and influencers is increasingly used in the beauty industry, particularly for skincare products. This study examines the relationships of social media marketing and influencer marketing with consumer purchase intention in East Jakarta. The study adopts a quantitative survey approach involving 80 respondents. The questionnaire comprises 15 social media marketing items, 9 influencer marketing items, and 8 purchase intention items, each using a five-point Likert scale. The analysis, conducted in SPSS, includes instrument evaluation, descriptive statistics, regression diagnostics, and multiple linear regression. All items were valid and the three variables were reliable (Cronbach’s alpha 0.768–0.843), while the diagnostics showed no violation of normality, multicollinearity, or heteroskedasticity assumptions. Social media marketing shows a positive and statistically significant relationship with purchase intention, with a coefficient of 0.189, a t statistic of 3.391, and a p value of 0.001. Influencer marketing also shows a positive and significant relationship, with a coefficient of 0.296, a t statistic of 3.290, and a p value of 0.002. The joint test yields an F statistic of 13.267 with p < 0.001. The model explains approximately 25.6% of the variation in purchase intention scores, with an adjusted R² of 23.7%. These findings support the relevance of both strategies within the sample. Multiple product categories limit skincare-specific conclusions. Future research should align product scope with respondent eligibility and examine additional explanatory factors.]]>
