<![CDATA[The advancement of digital technology compels businesses to optimize their digital marketing strategies to boost consumer purchase intention. This study aims to analyze the partial and simultaneous effects of social media marketing and product reviews on the purchase intention for Skintific skincare products on TikTok. A quantitative method with an associative approach was employed. Data were collected via questionnaires distributed to 100 respondents selected through purposive sampling; the inclusion criteria were TikTok users residing in Bandung who were aware of and had viewed Skintific marketing content or product reviews on the platform. Data analysis involved multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results indicate that social media marketing has a positive and significant effect on purchase intention, with a calculated t-value of 4.920 and a significance level of 0.000. Product reviews also exert a positive and significant influence on purchase intention, with a calculated t-value of 4.476 and a significance level of 0.000. Simultaneously, social media marketing and product reviews significantly and positively affect purchase intention, yielding a calculated F-value of 52.684 and a significance level of 0.000. An R-square value of 0.520 indicates that the two independent variables explain 52.0% of the variation in consumer purchase intention. These findings demonstrate that optimizing social media marketing and managing product reviews are crucial factors in enhancing purchase intention for Skintific skincare among TikTok users in Bandung.]]>
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