Leveraging Electronic Word of Mouth on TikTok: Somethinc Skin Care Product Innovation to Increase Consumer Purchase Intention

Social Media platform continually assisting industry as a media promoter for its customer. This study aims to determine how the influence of electronic word mouth on TikTok purchase intention Somethinc skincare products through brand image. uses quantitative approach with data collected using survey method. The research instrument used questionnaire distributed via google form. number samples in this were 100 respondents who users, knew about and had never bought products. analysis technique is simple linear regression SPSS version 22 single test an online calculator. results indicate that four hypotheses are accepted. It was concluded there between e-WOM products, Somethinc's image, image product, Electronic TikTok. towards