Pengaruh Tiktok terhadap Perilaku Konsumen dalam Pembelian Produk Kecantikan dan Skincare “Somethinc” Secara Online

This study examined the influence of the social media platform TikTok on consumer purchasing decisions, focusing on the beauty products brand Somethinc. TikTok has developed into an effective marketing tool due to its virality strategy, original reviews, and creative content-based marketing strategies. To find out how promotion on TikTok affects customer behavior, this study uses qualitative methods with phenomenological approaches by interviewing influencers and customers. Research results show that user reviews, influencer roles, and interactive features such as live shopping and comments have a significant effect on customers' decision to purchase a product. In addition, the Fear of Missing Out (FOMO) phenomenon and the fast-growing beauty trend on TikTok can encourage users to try viral products. This study suggests that beauty brands optimize user-generated content (UGC)-based marketing strategies and collaborate with micro-influencers to increase consumer confidence. These findings provide important insight for marketers in designing digital marketing strategies that are more effective and adaptive to social media trends.