PENGARUH INFLUENCER MARKETING, USER GENERATED CONTENT, DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN SKINCARE AZARINE DI TIKTOK

This study aims to analyze the influence of influencer marketing, user-generated content, and consumer trust on purchasing decisions of Azarine skincare consumers on Tiktok. This research employs a quantitative approach with an explanatory research design. The data used are primary data obtained through questionnaire distribution. The sampling technique applied is purposive sampling, resulting in 140 respondents as the research sample. Data analysis was conducted using multiple linear regression with the assistance of SPSS version 29. The results indicate that influencer marketing and user-generated content have a positive and significant effect on purchasing decisions. Meanwhile, consumer trust has a negative and significant effect on purchasing decisions, indicating that higher trust does not always lead to increased purchasing decisions, but instead makes consumers more selective. In addition, user-generated content is the most dominant variable influencing purchasing decisions. These findings contribute to the development of marketing management knowledge and provide practical implications for companies to optimize user-generated content and influencer-based marketing strategies in enhancing consumer purchasing decisions.