<![CDATA[Abstract: This study aims to analyze the dynamics of social influence, the formation of consumer perceptions, and their impact on purchasing decisions regarding Skintific products among eighth-semester female students of the 2022 cohort in the Management Study Program at Universitas Mayjen Sungkono. This study employed a qualitative approach using a descriptive-interpretive method. The participants consisted of 12 female students selected through purposive sampling based on their intensity of social media use and experience with Skintific products. Data were collected through in-depth interviews, observation, and documentation, and analyzed using the Miles and Huberman interactive model, including data reduction, data display, and conclusion drawing. The findings indicate that social influence is formed through influencers, electronic word of mouth (eWOM), and intensive interactions on TikTok and Instagram. These social influences shape positive perceptions of product quality, consumer trust, and Skintific’s brand image, which subsequently affect purchasing decisions through information searching and alternative evaluation. Influencer credibility, consistent positive reviews, product suitability, and high social media usage strengthen social influence, whereas negative reviews, doubts about testimonial authenticity, and product incompatibility weaken its effect]]>
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