The Influence of Social Media Marketing and Electronic Word of Mouth on Purchase Intention of Sea Makeup Products through Brand Image on the TikTok Platform in Pekanbaru City

This study aims to analyze the influence of social media marketing and electronic word of mouth on purchase intention through brand image for Sea Makeup products on the TikTok platform in Pekanbaru City. The background of this study is based on the rapid growth of TikTok as a digital marketing platform that plays an important role in shaping consumer perceptions and purchase intentions, especially among Generation Z. The pre-survey results indicate that although content exposure is relatively hi