<![CDATA[This study examines the influence of TikTok Content Marketing on Purchase Decision among Generation Z consumers of Skintific skincare products, with Perceived Value, Online Customer Reviews, and Customer Engagement as mediating variables. Grounded in the Stimulus – Organism - Response (SOR) framework, the research analyses how marketing content as external stimuli affects consumer psychological states and subsequent purchase behaviours. A quantitative survey was conducted, with 359 valid responses from Indonesian Generation Z consumers (born between 1997 and 2012) who actively use TikTok and have been exposed to Skintific content. Data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS-4. TikTok Content Marketing significantly affects purchase decisions both directly and through multiple mediation mechanisms. Perceived Value, Online Customer Reviews, and Customer Engagement serve as significant mediators, with Customer Engagement carrying the strongest indirect effect (β = 0.258), followed by Online Customer Reviews (β = 0.203) and Perceived Value (β = 0.186). The total indirect effect (VAF = 79.7%) indicates that approximately 80% of content marketing's influence operates through mediating mechanisms. These findings extend the SOR framework by empirically validating three complementary mediating mechanisms, offering a more comprehensive model of how short-form video content marketing shapes Generation Z consumer behaviour. From a practitioner's perspective, beauty brands targeting Generation Z should place greater emphasis on TikTok content marketing strategies that simultaneously strengthen perceived value, stimulate online reviews, and drive customer engagement.]]>
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