DIGITAL INFLUENCE: THE ROLE OF SEARCH ENGINE MARKETING IN DRIVING PURCHASE INTENTIONS AND CUSTOMER LOYALTY IN SKINCARE PRODUCTS AMONG YOUNG ADULTS
DOI: https://doi.org/10.65725/JCMCE/2/1/009
JOURNAL OF CONTEMPORARY TRENDS IN MANAGEMENT, COMMERCE AND ECONOMICS (JCMCE) 
ISSN: 3108-3501
Volume 1 Issue 1, Jan-Mar 2026

Abstract:
Search engine marketing (SEM) significantly influences consumer purchase intentions by leveraging various digital marketing strategies and understanding consumer behavior. The effectiveness of SEM is contingent upon several factors, including the quality of content, website interface, and search result presentation, which collectively shape consumer perceptions and actions, which can further solidify their preferences and intentions to purchase specific skincare products. The primary objective of the study is to identify the factors influencing purchase intention and customer loyalty towards search engine marketing. This study adopts a descriptive research design to systematically explore the role of Search Engine Marketing in driving purchase intentions on skincare products among Young adults. A non-probability sampling method was employed, Primary data was collected using a structured questionnaire, Data was collected through Google Forms from 165 respondents for primary data and the secondary data were collected from books, journals and the Internet. The findings reveals that Majority 32.1% of the respondents frequently purchases skincare products in online. Furthermore, the result indicates that there is a significant positive relationship between purchase intention and customer loyalty among young adult skincare consumers. This study highlights that Search engine marketing engagement strengthens the long-term loyalty towards skincare brands and thus it drives the intention to buy skincare products among Young adults. This framework offers a pathway Search engine marketing to build loyalty and ensure sustained growth in an increasingly digital marketplace.

Authors: Ms. N.Dharani, Dr. T.V. Ambuli

Keywords: Search engine marketing, Purchase intentions, customer loyalty, digital marketing, Consumer behavior, skincare products.