<![CDATA[The development of social media, especially TikTok, has changed consumer patterns in seeking information and forming purchasing decisions for skincare products, including Skintific products which are widely discussed through User-Generated Content (UGC). This study aims to analyze the influence of User-Generated Content on Purchase Intention, as well as to examine the mediating role of Brand Trust in the relationship between User-Generated Content and Purchase Intention among consumers of Skintific skincare products on TikTok. This study uses a quantitative approach with a survey method through an online questionnaire distributed to TikTok users who are familiar with Skintific products and have seen Skintific content or reviews on the platform. The sampling technique used was purposive sampling, with data collected from 206 respondents who met the criteria. Data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with the help of SmartPLS 3 software. The results show that User-Generated Content does not have a significant direct effect on Purchase Intention, but has a positive and significant effect on Brand Trust. Furthermore, Brand Trust has been shown to have a positive and significant effect on Purchase Intention, and fully mediates the relationship between User-Generated Content and Purchase Intention. These findings suggest that the influence of UGC on consumer purchase intention does not occur directly, but rather through the prior formation of brand trust. Therefore, skincare marketing strategies on social media need to focus on strengthening brand trust through authentic and credible content.]]>
