The emergence of social commerce platforms such as TikTok Shop has revolutionized the way beauty products are marketed in Indonesia. Amid intense competition in the skincare industry, businesses are increasingly required to be creative in designing digital content and formulating pricing strategies that are well received by consumers in order to stimulate their purchase interest. Against this backdrop, this study was conducted to analyze the extent to which Digital Marketing Content and Price Perception influence the Purchase Intention of Banjarmasin City residents toward Facerinna sunscreen products on TikTok Shop.

This study employed a quantitative approach and collected data through questionnaire distribution using purposive sampling. A total of 140 eligible respondents were obtained, consisting of Banjarmasin residents aged 18 years or older who actively use TikTok and had previously viewed promotional content for Facerinna sunscreen. The data were collected and analyzed using multiple linear regression with IBM SPSS software.

The study found that Digital Marketing Content has a positive and significant effect on Purchase Intention, and Price Perception has a positive and significant effect on Purchase Intention. These findings indicate that Facerinna should continue improving the quality, relevance, and consistency of its digital content on TikTok while maintaining a price perception that is aligned with the benefits and quality of the products offered.

Keywords: Digital Marketing Content, Price Perception, Purchase Intention, TikTok Shop.