Analysis of the Influence of Brand Image on Behavioral Intent: A Study on Social Media Advertising and Sales Promotion Content for Local Skincare Products

Social media is now a crucial part of business and marketing, especially in the local skincare industry. This study looks at how brand image affects consumer behavior in response to social media ads and promotions for local skincare products. It focuses on Instagram and TikTok users in Indonesia and explores the relationship between social media content, brand image, and consumer behavior. The research gathered data through an online survey of local skincare consumers active on social media. Using purposive sampling, 371 respondents from the Jabodetabek area who frequently use social media were selected. The data was analyzed with Structural Equation Modeling (SEM) and Partial Least Squares (PLS). The goal is to help local skincare companies build consumer trust with effective social media marketing by identifying key factors that drive online purchase intentions. The study found that social media ads and promotions significantly enhance brand image and encourage positive consumer behavior. This research contributes to the understanding of social media communication and branding by highlighting the important role of brand image.