Pengaruh Social Media Marketing, Brand Awareness, dan Persepsi Harga Terhadap Minat Beli

The increasingly competitive skincare industry need a companies for implement effective marketing wayto enhance consumers’ purchase intention. The study needs to prove the impactsof Social Media Marketing, Brand Awareness, also Price Perception on Purchase Intention of Dermies by ERHA products in Bandung City. This research employed a quantitative approach and thensurvey methods, with primary data collected through questionnaireto 100 participants selected by purposive sampling. About this data analysis was conducted with multiples linear regression, supported by t-test also F-test to examine that hypotheses.The answer indicate, partially, Social Media Marketing give the positive then significant effectson Purchase Intention which is t-value of 5.569, Brand Awareness with a t-value of 5.378, and Price Perception with a t-value of 4.848, all showing significance values of 0.000 (<0.05).Simultaneously, Social Media Marketing, Brand Awareness, then Price Perception givea significant positive impactto Purchase Intention, as indicated froman F-value of 32.761 alsoa significance numbers of 0.000. The findings conclude that effective social media marketing ways, strong brand awareness,then favorable price perception playan crucialrole toincreasing consumers’ purchase intention toward Dermiesby ERHA skincare products in Bandung City.Therefore,the results of this study are expected to provide practical implications for companies in designing integrated marketing strategies and serve as a reference for future research related to consumer purchase intention in the skincare industry.