<![CDATA[Perkembangan pada dunia kecantikan atau skincare kini semakin berkembang dengan cepat, perawatan pada kulit wajah sudah menjadi kebutuhan utama bagi masyarakat. Penelitian ini dilakukan bertujuan untuk mengetahui peranan social media marketing dan electronic word of mouth terhadap purchase intention dengan menggunakan brand awareness sebagai mediasi pada Avoskin. Penelitian ini menggunakan perangkat lunak SmartPLS 3 untuk mengelolah data. Teknik pengumpulan data pada penelitian ini menggunakan survei secara online berupa google form. Metode pengambilan sampel pada penelitian ini adalah non-probability sampling dengan teknik purposive sampling yang memanfaatkan 180 responden. Hasil penelitian ini menunjukan bahwa social media marketing tidak memiliki pengaruh positif terhadap purchase intention, electronic word of mouth memiliki pengaruh positif terhadap purchase intention, brand awareness memiliki pengaruh positif terhadap purchase intention, social media marketing memiliki pengaruh positif terhadap brand awareness, electronic word of mouth memiliki pengaruh positif terhadap brand awareness, brand awareness memediasi social media marketing terhadap purchase intention (Full Mediation), dan brand awareness memediasi electronic word of mouth terhadap purchase intention (Partial Mediation). The development of the beauty or skincare world is now growing rapidly, and facial skin care has become a primary need for the community. This study was conducted to determine the role of social media marketing and electronic word of mouth on purchase intention by using brand awareness as mediation on Avoskin. This study uses SmartPLS 3 software to process data. The data collection technique in this study used an online survey in the form of a Google Form. The sampling method in this study was non-probability sampling with a purposive sampling technique utilizing 180 respondents. The results of this study indicate that social media marketing doesn’t have a positive effect on purchase intention, electronic word of mouth and brand awareness have positive effect on purchase intention, social media marketing has a positive effect on brand awareness, electronic word of mouth has a positive effect on brand awareness, brand awareness mediates social media marketing on purchase intention (full mediation), and brand awareness mediates electronic word of mouth on purchase intention (partial mediation).]]>
