<![CDATA[This study aims to examine the influence of Social Media Marketing (SMM) and User Generated Content (UGC) on Purchase Intention of the local cosmetic brand Y.O.U among Generation Z students at Dehasen University. The research employed a quantitative approach using a purposive sampling technique with 55 respondents who are active Generation Z students. Data were collected through questionnaires using a Likert scale and analyzed using validity and reliability tests, multiple linear regression analysis, t-test, F-test, and the coefficient of determination (R²) with SPSS version 22. The results indicate that Social Media Marketing has no significant effect on Purchase Intention (significance value 0.103 > 0.05), while User Generated Content has a positive and significant effect (significance value 0.000 < 0.05). Simultaneously, both variables have a significant influence on Purchase Intention with an R² value of 0.872, meaning that 87.2% of the variation in purchase intention can be explained by SMM and UGC. These findings highlight that user-generated content plays a dominant role in shaping Generation Z’s purchase intention toward Y.O.U products, while social media marketing activities need to be further optimized to effectively influence consumers’ buying decisions.]]>
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