Abstract:
The beauty industry in Indonesia has experienced rapid growth, driven by increasing consumer
demand, innovative product development, and the influence of digital platforms. Among
Generation Z (Gen Z) women, Social media now plays a significant role in influencing consumer
choices, particularly in the skincare segment. This study aims to examine the effect of social
media interactivity on the purchase intention of Skintific products among Gen Z women in
Indonesia. A quantitative research approach was applied, employing a structured online survey
given to 202 respondents who met the requirements for Gen Z women (aged 15–27) and had
purchased Skintific products. Partial Least Square Structural Equation Modeling (PLS-SEM) using
SmartPLS 3.0 was used to evaluate the data and assess its validity, reliability, and hypothesis. The
findings reveal that Purchase intention is significantly and favorably impacted by social media
interaction (path coefficient = 0.799, t = 16.587, p < 0.05), 63.9% of the variation in purchase
intention was explained by the model (R2 = 0.639). This suggests that interactive elements like
likes comments, shares, influencer endorsements, and user-generated content strongly influence
Gen Z women’s willingness to purchase Skintific products. This study emphasizes how crucial
social media interaction is for beauty businesses as a tactical tool to strengthen consumer trust,
build brand awareness, and drive purchase intentions. For businesses, maintaining authenticity,
responsiveness, and interactivity in digital communication is essential to appeal to Gen Z
consumers. Future studies may expand by comparing other demographic groups or exploring
additional variables such as brand loyalty and sustainability.
