<![CDATA[This study aims to analyze the effect of social media marketing on Generation Z’s purchase intention through brand awareness and brand image of Glad2Glow skincare products. A quantitative approach using a survey method was employed involving 301 Generation Z respondents in the Greater Jakarta area (Jabodetabek) who actively use TikTok and have seen, followed, or obtained information about Glad2Glow skincare products through TikTok. The samples were selected using purposive sampling, and the data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that social media marketing does not have a significant direct effect on purchase intention. However, it has a positive and significant effect on brand awareness and brand image. Furthermore, brand awareness and brand image positively and significantly influence purchase intention and mediate the relationship between social media marketing and purchase intention. These findings suggest that Generation Z’s purchase intention toward skincare products is formed through cognitive and evaluative processes, beginning with brand awareness and the development of a positive brand image. Therefore, the effectiveness of social media marketing on TikTok depends more on building strong brand awareness and brand image than directly driving purchase intention.]]>
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