PENGARUH SOSIAL MEDIA TIKTOK, WORD OF MOUTH DAN BRAND TRUST TERHADAP PURCHASE DECISION PADA PRODUK DAVIENA SKINCARE (STUDI KASUS KONSUMEN DI KOTA SUKABUMI)

The phenomenon addressed in this study is the surge in sales of Daviena Skincare accompanied by issues of overclaiming on the product, which can affect consumer perception. This research aims to analyse the influence of social media TikTok, word of mouth, and brand trust on the purchase decision of Daviena
Skincare products in the city of Sukabumi. The method used is a quantitative approach with Partial Least Squares-Structural Equation Modelling (PLS-SEM) analysis techniques, involving 120 respondents. The results show that TikTok and word of mouth have a positive and significant influence on purchase decisions.
TikTok, as a digital marketing platform, has proven effective through engaging and interactive content, while word of mouth from friends or family provides additional trust for potential consumers. However, brand trust does not have a positive and
significant influence on purchasing decisions. Despite issues of overclaiming regarding Daviena products, consumers in Sukabumi City continue to make purchases and do not place much emphasis on the brand. This indicates that digital promotion and social recommendations are more dominant in influencing consumer behaviour compared to brand trust. This study contributes to digital marketing strategies for local skincare products, particularly in maximising the use of social
media and building effective communication with consumers.
Keywords: Tiktok Social Media, Word of Mouth, Brand Trust, Purchase Decision, Daviena Skincare.