Global Competition: Factors Influence Local Skincare Purchase Intention Through Social Commerce Mediated by Customer Engagement

The social commerce phenomenon has taken over the skincare sector and is now becoming a major strategy by employing influencer marketing, user-generated content (UGC), and live streaming to increase customer engagement and purchase intentions. Factors provide influence are examined as ways of determining consumer behavior in the local skincare segment. An analysis of survey data on social commerce users had been carried to identify what drives customers’ engagement and purchase intention in Greater Jakarta. It was found that influencer marketing strengthens the reputation of a product and improves customer engagement, while user-generated content (UGC) ensures genuine and relatable buyer experience. In addition, live streaming provides local skincare brands an opportunity to provide credible information, leading to more trust and usefulness, as well as high level of engagements of customers. The data was processed using Pls Algorithm and Basic Bootstrapping calculation in Smart Pls 3. This research is concluding the importance of integrating influencer marketing, user generated content, and live streaming into local skincare brands’ social commerce strategies to engage customers and improve local skincare purchase intention among global competition.