A DIGITAL STRATEGY IN THE SKINCARE INDUSTRY: THE MEDIATING ROLE OF BRAND IMAGE IN ENHANCING PURCHASE INTENTION

Abstract

The rapid development of digital technology and internet penetration has significantly transformed global marketing dynamics, including in Indonesia. Social media platforms, particularly TikTok, have emerged as effective tools for engaging with millennial consumers. This conceptual paper aims to examine the influence of social media marketing and influencer credibility on consumers’ purchase intention, with brand image proposed as a mediating variable. Drawing upon relevant literature, this study develops a conceptual framework that highlights the importance of engaging content, digital influencer trustworthiness, and brand perception in shaping consumer behavior. The paper focuses on Skintific, a fast-growing skincare brand that leverages TikTok through influencer collaborations, live streaming, and affiliate strategies to enhance consumer interaction. The findings are expected to provide both theoretical insights and practical implications for digital marketing strategies, particularly in addressing the modern challenges of content-driven, credibility-based, and perception-oriented consumer engagement.