| Summary: | This study aims to analyze and test the effect of social media marketing activities on customer purchase intention at Avoskin skincare. The population in this study are Instagram social media users in Indonesia who have seen Avoskin's marketing activities on Instagram and have never purchased Avoskin skincare products. The sampling technique used in this study is a nonprobability sampling technique with a type of convenience sampling technique with a sample of 250 respondents. Data processing in this study used Structural Equation Modeling (SEM) techniques with the SmartPls 3.29 test tool. The results of this study indicate that social media marketing activities have a positive and significant effect on brand equity. Brand equity also has a positive and significant effect on e-WOM. In addition, word of mouth also has a positive and significant effect on purchase intention. Finally, social media marketing activities have a positive effect on purchase intentions.
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