The results of this study indicate that social media marketing has a significant effect on the intention to buy skincare products for consumers in Rena beauty store-Tuban meanwhile, e-WOM has no significant effect on the intention to buy skincare products for consumers because beauty store-Tuban, the in-store display also does not affect. The data is processed using SPSS version 26. The measurement method used is a questionnaire, data analysis using multiple linear regression equation models. The measurement scale uses the Likert scale. The respondent in this study has seen the contents of Tiktok owned by Rena beauty store and has never purchased skincare products at Rena beauty store, with an age range of 17-35 years. The sampling technique used was non-probability sampling with judgmental methods. The purpose of this study was to determine the effect of social media marketing, e-WOM, and in-store displays on purchase intention of skincare products (study on consumers of Rena beauty store-Tuban). In this study, the factors that can influence purchase intention are formed from social media marketing, e-commerce, and in-store displays. Several factors can be used to determine the success of consumer purchase intentions.
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