<![CDATA[This study investigates the intricate relationship among Influencer Personal Branding, User-Generated Content (UGC), Perceived Authenticity, and Consumer Trust among Generation Z in the beauty category on the Shopee marketplace. Amidst the rapid expansion of e-commerce in the beauty industry, digital marketing strategies heavily leverage influencers and UGC. However, critical issues such as product authenticity, influencer credibility, and the transparency of consumer reviews necessitate a deeper understanding of trust as a pivotal factor in purchasing decisions, particularly for the discerning and digitally-native Generation Z. This research integrates these variables to simultaneously examine their influence on consumer trust, with a specific focus on the mediating role of perceived authenticity, in the context of beauty marketplaces, a domain with limited prior study, especially concerning Gen Z in the Cirebon area. Employing a quantitative approach with an associative causal design, data were collected through an online questionnaire from 144 Generation Z respondents in Cirebon who had purchased beauty products on Shopee. The selection criteria focused on Gen Z's active engagement with e-commerce. The findings reveal that both Influencer Personal Branding and User-Generated Content have a positive and significant effect on Consumer Trust, and that Perceived Authenticity mediates these relationships. This underscores the importance of marketing strategies rooted in influencer credibility, transparent consumer reviews, and genuine authenticity for enhancing trust. Businesses and influencers are advised to cultivate an authentic image and foster honest reviews to solidify consumer trust in the digital beauty landscape.]]>
