<![CDATA[The rapid development of digital technology has changed marketing strategies, particularly through social media platforms such as TikTok. In the skincare industry, promotional activities on TikTok and influencer reviews have become important factors that may influence consumer purchase intention, especially among Generation Z who tend to seek product information through digital platforms. This study aims to analyze the influence of TikTok social media promotion and influencer reviews on the purchase intention of Scarlett Whitening skincare products among Generation Z in Bekasi. This research employed a quantitative associative approach. Data were collected through questionnaires distributed to 96 Generation Z respondents who are active TikTok users and familiar with Scarlett Whitening products. The data were analyzed using multiple linear regression with the assistance of SmartPLS 4. The results showed that TikTok social media promotion had a positive and significant effect on purchase intention with a p-value of 0.000 < 0.05. Influencer reviews also had a positive and significant effect on purchase intention with a p-value of 0.000 < 0.05. Furthermore, the adjusted R-square value of 0.656 indicates that TikTok social media promotion and influencer reviews contribute significantly to explaining consumer purchase intention. This study concludes that digital marketing strategies through engaging TikTok promotions and credible influencer reviews play an important role in increasing purchase intention for Scarlett Whitening skincare products among Generation Z in Bekasi.Keywords: Shopee Live Features, Price Perception, Purchase Decision]]>
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