<![CDATA[This study aims to explore the experiences of Generation Z in receiving, interpreting, and responding to electronic word of mouth (e-WOM) related to Azarine skincare products and its influence on purchase decisions. This research employs a descriptive qualitative approach, with data collected through in-depth interviews, observations, and documentation involving five Generation Z informants who actively use TikTok and have been exposed to Azarine e-WOM content. The findings reveal that e-WOM functions as both a source of information and social validation. The credibility of content creators, the authenticity of reviews, and digital interactions shape consumer perceptions, while purchase decisions are influenced by rational, emotional, and self-identity alignment factors. These findings indicate that e-WOM on TikTok influences Generation Z’s purchase decisions and shapes how they evaluate and respond to digital information, making online experiences a crucial factor in marketing strategies]]>
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