<![CDATA[Although Indonesia’s economy has fluctuated and sales in many sectors have declined, the beauty industry has continued to grow, including during the 2021 pandemic. This condition indicates that purchase decisions are not solely influenced by economic factors, but also by digital trends on TikTok. The glow up trend can stimulate purchase decisions, influencer marketing helps build consumer trust, and brand image shapes consumer perceptions, while purchase decisions represent the act of choosing and buying products. This study aims to examine the effect of the TikTok glow up trend, influencer marketing, and brand image on consumers’ purchase decisions of Wardah sunscreen on TikTok. This research employs a quantitative approach using both primary and secondary data. Primary data were collected through the distribution of questionnaires to 100 respondents, while secondary data were obtained from various supporting sources. The data analysis techniques include validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, partial t-tests, and the coefficient of determination (R²). These analyses were conducted to process and interpret the research data. The results show that the TikTok glow up trend has a positive and significant effect on consumers’ purchase decisions of Wardah sunscreen, indicating that H1 is accepted. Influencer marketing also has a positive and significant effect on consumers’ purchase decisions of Wardah sunscreen on TikTok, therefore H2 is accepted. In addition, brand image has a positive and significant effect on purchase decisions, leading to the acceptance of H3.]]>
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