<![CDATA[Social media interactions in the rapidly evolving digital marketplace increasingly shape consumer purchasing behavior. This study investigates the influence of Electronic Word of Mouth (e-WOM) and price perception on purchase intention, with brand image as a mediating variable, using the Indonesian skincare brand Skintific as a case study. Utilizing a quantitative approach with Structural Equation Modeling (SEM) on data from 372 TikTok users in West Jakarta, the findings reveal that e-WOM significantly impacts purchase intention but does not significantly affect brand image. Conversely, price perception exerts a strong influence on brand image and, indirectly, on purchase intention. Brand image significantly mediates the relationship between independent variables and purchase intention. These insights suggest that while e-WOM remains essential for influencing immediate purchasing decisions, price perception plays a more substantial role in shaping brand image, which drives long-term consumer loyalty. The study contributes to digital marketing literature by highlighting the nuanced interplay between user-generated content, pricing strategies, and consumer behavior in social commerce.]]>
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