The Effect of Digital Marketing, Social Media Interaction, and Influencers on The Intention to Purchase Skincare Products, With Brand Awareness as A Mediating Variable, Within the Shopee User Community Among Millennials in Surabaya

Henik Dwi Purwantiningsih (Institut Teknologi dan Bisnis Asia)
Ike Kudyah Rachmawati (Institut Teknologi dan Bisnis Asia)
Tri Wahyuni (Institut Teknologi dan Bisnis Asia)

Journal of Applied Business, Taxation and Economics Reseach
Vol. 5 No. 5 (2026)

The development of digital technology has transformed consumer behavior and shopping patterns, including the increasing use of e-commerce platforms such as Shopee. Millennials represent the most active and strategic segment in digital marketing. This study aims to analyze the influence of Digital Marketing, Social Media Interaction, and Influencers on Purchase Intention of skincare products, with Brand Awareness as a mediating variable among Shopee users in Surabaya. A quantitative approach was employed using an online survey of 100 millennial respondents, predominantly aged 30–44 years. Data were analyzed using PLS-SEM. The results indicate that Digital Marketing, Social Media Interaction, and Influencers have a positive and significant effect on Brand Awareness. Furthermore, Brand Awareness significantly influences Purchase Intention and acts as a mediating variable. These findings highlight the importance of building strong Brand Awareness before driving purchase decisions. Therefore, Shopee is advised to optimize digital strategies through enhanced social media engagement and influencer collaborations