<![CDATA[This study aims to determine and analyze the influence of digital advertising features, online reviews, and influencer endorsements on purchasing decisions for Skintific products among Generation Z TikTok users in Bandungan District. The population in this study was Generation Z who lived in Bandungan District who had purchased Skintific products, with a sampling technique using the purposive sampling method . Data were collected through distributing questionnaires via Google Form and analyzed using multiple linear regression analysis methods, normality tests, multicollinearity tests, heteroscedasticity tests, f tests, and t tests . The analysis tool in this study used SPSS Windows ver.27. The results of the study indicate that digital advertising variables have a positive and significant effect on purchasing decisions. Online reviews were also found to have a positive and significant effect on purchasing decisions. However, influencer endorsement variables did not show a positive and significant effect on Generation Z purchasing decisions for Skintific products in Bandungan District. These findings indicate that Generation Z consumers in Bandungan District trust direct advertising content and user testimonials more than promotions from public figures.]]>
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