<![CDATA[Purchase intention reflects consumers' willingness and plans to purchase products from a particular brand after developing interest in them. Skintific is one of the skincare brands experiencing significant growth in Indonesia, supported by positive consumer reviews on social media that highlight the effectiveness and benefits of its products. In addition to social media marketing, competitive pricing and consumers' perceived quality also play important roles in shaping purchase intention. However, consumers may have different perceptions regarding whether product prices are proportional to the quality and benefits received. Therefore, this study aims to analyze the partial and simultaneous effects of social media marketing, price, and perceived quality on purchase intention for Skintific skincare products among Generation Z in Denpasar. The study employed a quantitative approach with Generation Z consumers using Skintific skincare products as the population. The minimum sample consisted of 75 respondents, determined using the Hair et al. (2013) formula. Data were analyzed using descriptive statistics, multiple linear regression, t-test, F-test, coefficient of determination, instrument validity and reliability tests, and classical assumption tests, including normality, multicollinearity, and heteroscedasticity. The findings reveal that social media marketing, price, and perceived quality each have a significant positive effect, both partially and simultaneously, on purchase intention for Skintific skincare products among Generation Z in Denpasar.]]>
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