Abstract
This study examines the role of social media marketing in shaping women’s skincare buying behavior. With the rapid growth of digital platforms such as Instagram, TikTok, and YouTube, marketing strategies in the skincare industry have shifted from traditional advertising to influencer-driven and content-based engagement. Women increasingly rely on social media for product reviews, tutorials, ingredient information, and peer recommendations before making purchasing decisions. The study adopts a quantitative research design using a structured questionnaire distributed to women who actively use social media and purchase skincare products. Key variables examined include influencer marketing, online reviews, social media advertisements, content quality, and customer engagement, while purchase intention and brand loyalty represent buying behavior outcomes. Data were analyzed using descriptive statistics, reliability analysis (Cronbach’s Alpha), and inferential statistical techniques. The findings indicate that social media marketing significantly influences women’s skincare purchase intentions and brand loyalty. Influencer credibility, user-generated content, and positive online reviews emerged as strong determinants of buying behavior. The study concludes that effective and trust-based social media strategies are essential for skincare brands seeking competitive advantage. The research contributes to consumer behavior literature and provides practical implications for digital marketing strategies within the skincare industry.