The Influence of Influencers, Social Environment and Product Image on Skincare Purchasing Decisions at TikTok Shop

Social media today has also changed how people communicate, interact, receive and share information. In this case, Gen Z's use of social media is dominated by them not only as a communication and information tool but also as a transaction tool. One of the advances in e-commerce in Indonesia is also seen from the tremendous progress in digital marketing. The development of e-commerce with the help of social media advances can be seen from the increasing number of entrepreneurs who use e-commerce and online shopping to provide their products and sell at food stalls. E-commerce that is widely circulated today is the TikTok shop. Social media advances can be used for branding and announcing product images. This means that businesspeople utilize social media to display and explain the quality of their products to influence consumer confidence and purchase intentions. In this study, we used descriptive quantitative methods. This study aimed to determine the effect of influencers, social environment, and product image on skincare purchasing decisions at the TikTok shop. The results showed that the influencer and social environment variables positively and significantly affected purchasing decisions. In contrast, the product image variable had no significant effect on buying decisions.