The Influence of Infotainment Content, Remunerative Content, and Relational Content, on Purchase Intention Through Customer Engagement on Skincare Products on Social Media

This study aims to analyze the influence of infotainment content, remunerative content, and relational content on purchase intention through customer engagement for Scarlett Whitening skincare products on TikTok social media. The development of the skincare industry in Indonesia has increased competition between brands, requiring companies to optimize their digital marketing strategies through social media. One important factor in digital marketing is selecting the type of content that can build