<![CDATA[Objective: This study investigates the profound digital transformation in marketing communication on TikTok, where consumer purchasing of sensory products like perfume has shifted significantly from traditional physical experiences to online platforms. This transition, while offering boundless accessibility, generates inherent consumer skepticism regarding the authenticity and trustworthiness of digital product reviews. Design/Methods/Approach: Employing in-depth qualitative interviews with prominent perfume reviewers, the research initially confirms that influencers strategically leverage Source Credibility Theory's dimensions, namely expertise demonstrated through rigorous testing, trustworthiness built via non-scripted content, and attractiveness through relatable presentation to construct persuasive and authentic content. Findings: However, acknowledging persistent consumer scepticism stemming from increased commercial collaborations that blur objective boundaries, a vital new dimension, "Social proof," is successfully identified. "Social prof" uniquely emerges from collective consumer interactions in comment sections, where diverse and honest opinions provide crucial social validation. Originality/Value: It also derives from the distinct credibility of non-expert figures, exemplified by the "Mas Ade Approve" phenomenon, in which spontaneous, non-commercial reviews foster trust through perceived honesty and relatability. Practical/Policy implication: This finding critically underscores that in the rapidly evolving digital landscape, consumer trust is not solely an outcome of traditional source attributes but is also powerfully shaped by bottom-up, community-validated authenticity. Keywords: Consumer trust; digital transformation; social proof; source credibility; TikTok JEL Classification: M31; L81; D91]]>
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