<![CDATA[This study aims to examine the effect of TikTok Electronic Word of Mouth (eWOM) on the purchase decision of Wardah products, with Brand Trust as a mediating variable and Fear of Missing Out (FoMO) as a moderating variable. This study employed a quantitative approach with an explanatory research design. The respondents consisted of 145 Generation Z consumers in Banjar City who actively use TikTok, have seen reviews of Wardah products on TikTok, and have purchased Wardah products. Data were collected through questionnaires and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that TikTok eWOM has a positive and significant effect on Purchase Decision and Brand Trust. Brand Trust also has a positive and significant effect on Purchase Decision and partially mediates the relationship between TikTok eWOM and Purchase Decision. However, FoMO does not significantly moderate the effect of TikTok eWOM on Purchase Decision. These findings indicate that positive and credible eWOM on TikTok can encourage purchase decisions both directly and indirectly by strengthening consumer trust in the Wardah brand. However, psychological pressure related to fear of missing trends does not significantly strengthen the influence of eWOM on purchase decisions. This study highlights the importance of managing authentic digital reviews and building brand trust in social media marketing strategies for cosmetic products]]>
