<![CDATA[The rapid growth of TikTok in the beauty service industry has created a trust paradox, in which highly edited visual content may increase consumer skepticism. This study aims to analyze the role of User-Generated Content (UGC) in building consumer trust and supporting booking decisions for Makeup Artist (MUA) services on TikTok through the AISAS model and Trust Transfer Theory. A qualitative netnography approach was employed through non-participant observation of public TikTok content. The dataset consisted of 15 MUA accounts, 30 official portfolio videos, 25 UGC videos, and 150 user comments collected over a six-month observation period. Data were analyzed using thematic coding and the interactive model of Miles, Huberman, and Saldaña. The findings indicate that visual authenticity, particularly the presentation of real skin texture without excessive filters, reduces consumer skepticism. Among 150 coded comments, 90 comments (60.0%) contained Action indicators such as availability inquiries, price requests, and booking intentions. UGC also facilitates horizontal trust transfer from previous clients to prospective customers. Post-purchase sharing is associated with satisfaction, altruism, authenticity validation, and reciprocity. UGC functions as an important trust-building mechanism and final confirmation stage in consumers’ booking decisions. The findings extend the application of AISAS and Trust Transfer Theory in short-video service marketing.]]>
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