<![CDATA[This study aims to analyze the effect of influencer marketing on TikTok on the purchase intention of OMG Cosmetics products among Generation Z. The research method used is quantitative with a purposive sampling technique. The sample in this study consisted of 67 respondents who are active TikTok users of Generation Z who have watched promotional content for OMG Cosmetics products. The research instrument was a questionnaire with a Likert scale of 1-5. The validity test results show that all statement items are valid, with Corrected Item-Total Correlation values ranging from 0.487 to 0.849. The reliability test results show a Cronbach’s Alpha value of 0.759, which means the instrument is reliable. The results of the simple linear regression analysis show the equation Y = 3.537 + 0.547X. The t-test results show a significance value of 0.000 < 0.05, which means influencer marketing has a positive and significant effect on purchase intention. The R Square value of 0.410 indicates that influencer marketing can explain purchase intention by 41%. The conclusion of this study is that influencer marketing on TikTok has a positive and significant effect on the purchase intention of OMG Cosmetics products among Generation Z.]]>
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