<![CDATA[This study aims to analyze the influence of promotion and testimonials on purchase intention for facial treatment services at Jessiva Skin Clinic in Tangerang. Using a quantitative approach with a survey method, the research was conducted from January to March 2025 with a population of 100 clinic customers and a sample of 80 respondents selected through purposive sampling technique. Data were collected using questionnaires that had been tested for validity (r-value > 0.2199) and reliability (Cronbach's Alpha: promotion = 0.935, testimonials = 0.926, purchase intention = 0.896). The research variables were operationalized as follows: promotion (X1) was measured using 20 indicators, testimonials (X2) using 15 indicators, and purchase intention (Y) using 20 indicators based on a 5-point Likert scale. Data analysis employed multiple linear regression after meeting classical assumption tests, including the Kolmogorov-Smirnov normality test (p = 0.200), multicollinearity test (VIF = 2.049), and Glejser heteroscedasticity test (p > 0.05). The results show that partially, promotion has a significant effect on purchase intention (β = 0.548; p = 0.000), as do testimonials (β = 0.252; p = 0.022). Simultaneously, both variables explain 56.2% of the variance in purchase intention (R² = 0.562) with an F-value of 49.476 (p = 0.000). The study concludes that an integrated marketing strategy combining promotion and testimonials is effective in increasing purchase intention. It is recommended that the clinic optimize digital promotional content and implement a testimonial verification system to enhance credibility.]]>
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