<![CDATA[Purpose – This study aims to examine the effects of customer reviews, ratings, and brand image on consumers’ purchase intention toward Daviena skincare products through TikTok Shop in Indonesia. Design/methodology/approach – This study employs a quantitative explanatory research design to test the causal relationships among customer reviews, ratings, brand image, and purchase intention. A total of 194 respondents aged at least 17 years who have TikTok installed on their smartphones, have previously made purchases through TikTok Shop, and are familiar with Daviena skincare products were selected using a purposive sampling technique. Data were analyzed using multiple linear regression after passing validity, reliability, and classical assumption tests. Findings – The results indicate that customer reviews, ratings, and brand image each have a positive and significant effect on purchase intention. Simultaneously, these three variables also have a significant positive influence on consumers’ intention to purchase Daviena skincare products via TikTok Shop, highlighting the importance of digital social proof and brand perception in shaping online purchasing behavior. Originality/value – This study contributes to social commerce and digital marketing literature by integrating customer reviews, ratings, and brand image as determinants of purchase intention in the context of TikTok Shop. The findings provide practical implications for skincare brands and online sellers in strengthening consumer trust and purchase intention through effective review management, high product ratings, and strong brand image development.]]>
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