<![CDATA[This study aims to examine the effects of social media marketing, brand image, and chatbot interaction on purchasing decisions for Glad2Glow skincare products on the TikTok platform, both partially and simultaneously. The study employed a quantitative approach with a correlational research design. Data were collected through questionnaires from 160 respondents and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4 through convergent validity, discriminant validity, composite reliability, and hypothesis testing. The results showed that social media marketing, brand image, and chatbot interaction each had a positive and significant partial effect on purchasing decisions. H1, H2, and H3 were supported. The model explained 68.9% of the variance in purchasing decisions (R² = 0.689). H4 remains undetermined because valid joint-test output was unavailable. These findings indicate that integrated digital marketing through social media, strengthening brand image, and responsive chatbot interactions can support an increase in consumers' purchasing decisions.]]>
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