Abstract
This study aims to analyze the influence of Influencer Marketing, Content Marketing, and Online Advertising on the purchase decision of skincare products on the TikTok application, with a focus on students in the city of Palembang. Using quantitative methods and accidental sampling techniques from a population of 80 people, the data was collected through questionnaires and analyzed using SEM-Smart-PLS 3.0 for Windows. The findings of the study show that Influencer Marketing has a positive but insignificant effect, while Content Marketing and Online Advertising have a positive and significant influence on purchase decisions. Simultaneously, these three variables influenced the purchase decision with an R Square value of 0.841, indicating that 84.1% of the purchase decision variables could be explained by these three factors.
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