<![CDATA[The growth of the digital economy and social commerce has significantly transformed consumer behavior, particularly on TikTok Shop, a platform that integrates video content, social interaction, and transactional activities within a single digital ecosystem. Generation Z, as digital natives, represents a dominant user segment that relies heavily on content marketing, influencer recommendations, and online customer reviews in the purchase decision-making process. This study aims to examine and analyze the effects of content marketing, influencers, and online customer reviews on online purchase decisions of local skincare products on TikTok Shop among Generation Z consumers in Indonesia. This research adopts a quantitative approach using a survey method. Primary data were collected through questionnaires distributed to 104 Generation Z respondents who actively use TikTok, follow skincare influencers, and have experience purchasing local skincare products via TikTok Shop. The sampling technique employed was purposive sampling, and data were analyzed using SEM-PLS with SmartPLS. The results show that content marketing, influencers, and online customer reviews have positive and significant effects on online purchase decisions. Influencers and online customer reviews demonstrate stronger influence compared to content marketing in shaping purchase decisions. These findings highlight the important role of content-based marketing strategies, influencer credibility, and customer reviews in influencing Generation Z purchasing behavior within social commerce platforms.]]>
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