<![CDATA[This study was conducted to examine the causal relationship between social media marketing, online reviews, price discounts, and halal cosmetics on consumer purchase intention for skincare product X in the digital environment. The approach used was quantitative, using the Partial Least Square Structural Equation Modeling (PLS-SEM) method, analyzed using SmartPLS software. The study involved 170 respondents aged 18–28 who actively access skincare products through digital media. Respondents were selected using a purposive sampling technique, while the research instrument consisted of 17 statement items. The study findings indicate that social media marketing, online reviews, and halal cosmetics have a positive and significant influence on purchase intention, while price discounts did not prove to have a significant effect. Practically, the results of this study were implemented through the development of a prototype e-commerce skincare application called SKINSHOP, designed as a decision support system to assist consumers in selecting skincare products more systematically and informatively.]]>
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