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The skincare industry in Indonesia is experiencing rapid growth, primarily driven by the significant development of e-commerce and increased consumer awareness of self-care. This surge has resulted in intense competition among brands. This comparative study aims to analyze the role of trust as a mediating variable that connects price fairness, celebrity endorsements, and e-WOM to repurchase intentions for two brands: Somethinc (a science-based brand) and Wardah (a halal-based brand). A quantitative research method was used, involving a survey with a 5-point Likert scale distributed to 150 millennials and Gen Z respondents in Semarang City. The data were analyzed using PLS-SEM (SmartPLS). The findings reveal that both celebrity endorsements and trust have a significant impact on repurchase intentions for both brands. In contrast, price fairness and e-WOM do not have a significant direct effect on either brand. However, the study shows that trust effectively mediates the influence of price fairness, celebrity endorsements, and e-WOM on repurchase intentions. This underscores the vital role of trust in enhancing customer loyalty to Somethinc and Wardah. These findings suggest that strengthening brand trust in skincare products can significantly boost customer loyalty.

In the era of digitalization, social media has become central to consumer interaction and purchasing behavior, with platforms like TikTok Shop enabling users to engage, share experiences, and shop seamlessly. This research examines the influence of e-WOM on purchasing decisions for Somethinc products on TikTok Shop, with brand awareness as a mediating variable. A descriptive quantitative method was employed using purposive sampling, targeting 110 Indonesian consumers who use and purchase Somethinc products on TikTok Shop. Data were collected via a questionnaire with a 1–5 Likert scale and analyzed using SmartPLS version 3, including descriptive analysis, outer and inner model evaluation, and hypothesis testing. Based on the results of the direct effect analysis, it was found that e-WOM has a positive and significant effect on Purchasing Decisions and Brand Awareness, Brand Awareness has a positive and significant effect on Purchasing Decisions. Meanwhile, the results of the indirect effect analysis indicate that e-WOM has a positive and significant effect on Purchasing Decisions through Brand Awareness. These findings suggest that Somethinc can effectively increase brand awareness and drive purchasing decisions by prioritizing high-quality e-WOM content and consistent product performance on platforms such as TikTok Shop. In addition, Gen Z consumers benefit from actively engaging with credible peer reviews and experiences to make informed and confident purchasing decisions.

This study aimed to analyze the influence of brand trust and brand image on the purchase decisions of Somethinc products in Tasikmalaya City. The research employed a survey method with a quantitative approach and involved 100 respondents who had used Somethinc products. Path analysis was used to examine the simultaneous and partial effects of brand trust and brand image on purchase decisions, as well as the role of brand trust as a mediator. The results indicated that brand trust and brand image simultaneously had a significant effect on purchase decisions. Partially, brand trust and brand image also had a positive and significant influence on purchase decisions. Brand trust influenced the purchase decision through the brand image of Somethinc products in Tasikmalaya. It was suggested that companies strengthen brand trust and brand image by conducting periodic evaluations of the effectiveness of their strategies and monitoring the development of brand trust and brand image and their impact on purchase decisions.

This study aims to analyze the effect of electronic word of mouth (e-WOM), perceived quality, and brand image on purchase intention of Somethinc products. The approach used is quantitative method, with a population consisting of students of the Faculty of Economics and Business, Trunojoyo University Madura who have seen reviews about Somethinc products and have interest or experience in using them. A total of 100 respondents were involved in this study, which was determined through purposive sampling technique. Data analysis was conducted using multiple linear regression. The findings show that e-WOM and perceived quality have a positive and significant effect on purchase intention, while brand image does not show a significant effect on consumer purchase intention.

The development of digital marketing has contributed to strengthening the business ecosystem. Digital marketing not only transforms traditional offline marketing into online marketing but also reshapes the marketing ecosystem itself. Communities that once gathered in physical spaces now connect virtually through digital marketing. One of the products that implements community marketing is Somethinc. This study aims to analyze the community marketing strategy in building brand loyalty for Somethinc on TikTok Shop. The research employs a descriptive qualitative approach. Data was collected through digital exploration and observation, supported by secondary data from official publications and literature relevant to the research topic. The findings indicate that Somethinc’s community marketing strategy on TikTok Shop has contributed to building brand loyalty. By leveraging interactive features such as live streaming, user-generated content (UGC), and collaborations with influencers, Somethinc has successfully created an engaged and active customer community. This success is reflected in the high number of followers, increased interactions, and sales data showing continuous positive growth. Community-based marketing strategies allow Somethinc to establish stronger emotional connections with consumers. Direct interactions with customers through TikTok not only enhance engagement but also encourage repeat purchases and recommendations from loyal customers. Additionally, Somethinc’s success is supported by the effective utilization of marketing trends, including the integration of marketing content with social commerce methods, enabling customers to engage in a more interactive and personalized shopping experience. This study suggests that Somethinc should continue product innovation to maintain business sustainability.

The rapid advancement of the internet and social media has led to the emergence of social commerce, which integrates e-commerce with social media platforms. Reviews, as a form of electronic word-of-mouth (e-WOM), have become a key information source relied on by consumers in social commerce. However, the growing presence of buzzers and paid endorsements producing fake reviews has weakened the relevance and trustworthiness of e-WOM, including both online customer reviews and influencer reviews. This study aims to examine the impact of online customer reviews and influencer reviews on the purchase intention of Somethinc products on TikTok’s social commerce platform. The research adopts a quantitative approach with purposive sampling, involving 120 TikTok users in Bandar Lampung as respondents. Data were analyzed using multiple linear regression with SPSS 27 software. The findings reveal that both online customer reviews and influencer reviews significantly and positively influence purchase intention. These results suggest that exposure to online customer and influencer reviews can enhance consumers’ purchase intention toward Somethinc products on TikTok social commerce.

The purpose of study This is For analyze in a way direct and indirect direct Influence Brand Image and Brand Love Towards Customer Loyalty With Customer Engagement As An Intervening Variable On Somethinc Brand Consumers at Delipark Mall Medan . Population​ in study This is all over consumer Somethinc brand at Delipark Mall Medan with amount population that is not known with sure . Technique in taking sample in study This is use technique taking sample with method nonprobability sampling with technique purposive sampling . Purposive sampling is technique taking sample based on consideration​ certain . The data analysis method used is SEM-PLS. In research This consists of from 2 variables independent variable , 1 intervening variable , and 1 dependent variable bound . Total statement in study This is 32 statements , so the minimum size is sample study This is 32 x 5 = 160, so amount sample taken​ in study This is 160 respondents . The results of the study show that variable brand image and brand love in a way direct influential significant to customer engagement, variable brand image in a way direct No influential significant to customer loyalty , brand love in a way direct influential significant to customer loyalty, furthermore customer engagement in a way direct influential significant to customer loyalty , brand image in a way No direct influential significant to customer loyalty through customer engagement , as well as variable brand love in a way No direct influential significant to customer loyalty through customer engagemen.

In the rapid development of social media, the role of influencers in marketing on social media is increasingly important in shaping consumer behavior, including purchasing intentions. The aim of this research is to determine the influence of influencer credibility and brand-influencer suitability on purchase intentions via Electronic Word-of-Mouth (eWOM) as a mediating variable in the context of marketing on social media, especially Instagram. This research uses a quantitative method using primary data obtained through distributing questionnaires to 145 respondents who come from the Jabodetabek area and know about the skincare brand Somethinc and the beauty influencer, Tasya Faraysa, on the Instagram platform. Data analysis was carried out using Structural Equation Modeling (SEM) to evaluate the level of significance and relationship between various variables. The research results show that influencer credibility and brand-influencer fit have a positive influence on eWOM, which in turn influences consumer purchase intentions. The managerial implications of these findings emphasize the importance of considering brand-influencer credibility and suitability in marketing strategies on social media, as well as exploiting the potential of eWOM as a mediator to increase consumer purchase intentions. From the research results obtained, researchers suggest involving a wider sample and a variety of influencers and brands to generalize the findings, as well as deepen understanding of the influence mechanisms of influencers and eWOM on consumer purchase intentions.

This study investigates the influence of live streaming commerce and online customer reviews on impulsive buying behavior, with e-trust as an intervening variable, focusing on Somethinc cosmetics among Generation Z consumers. Utilizing a quantitative approach, the research gathered data from 100 respondents selected through purposive sampling in Palangka Raya City. The Partial Least Square - Structural Equation Model (PLS-SEM) was employed to analyze the relationships between variables. The findings reveal that live streaming commerce has a significant positive effect on both e-trust and impulsive buying, emphasizing its role as an interactive and engaging marketing tool. Online customer reviews also positively impact e-trust and impulsive buying, albeit with a weaker effect. However, the mediating role of e-trust between these factors and impulsive buying is not statistically significant, suggesting that Generation Z consumers prioritize interactive and social aspects over trust in their purchasing decisions. This study provides valuable insights for marketers aiming to enhance impulsive buying through digital marketing strategies. Future research is encouraged to explore these relationships across various industries and demographics to broaden the understanding of impulsive buying behavior.  

The emergence of awareness among Indonesian society regarding the importance of maintaining facial condition has made skincare consumption a trend in shopping. This study aims to investigate the influence of product quality and electronic word of mouth on purchasing decisions for Somethinc skincare products. The population in this study consists of Somethinc skincare users. Purposive sampling was used as the research method, with data collected through distributing questionnaires to 100 respondents and analyzed using SPSS version 26. Hypothesis testing employed multiple linear regression, t-tests (partial), and F-tests (simultaneous). The results of the multiple linear regression yielded the equation Y = 6.624 + 0.278X1 + 0.271X2. The t-test results (partial) indicate a significant influence of product quality on purchasing decisions, with t count (3.672) > t table (1.985), sig 0.000 < 0.05, as well as electronic word of mouth, t count (4.183) > t table (1.985), sig 0.000 < 0.05. The simultaneous F-test resulted in F count (94.601) > F table (3.090), sig 0.000 < 0.05. Somethinc is expected to continue developing products with new formulas while maintaining quality, and to build effective communication by interacting with and responding to consumer reviews.

The purpose of this research is to determine the influence of celebrity endorsement on Purchase Intention partially, to determine the influence of Price Perception on purchasing decisions, and to determine the influence of product quality and price determination on Purchase Intention, a case study of somethinc skincare users in Surakarta City simultaneously. The sample was 100 respondents using a sampling technique using random sampling. This research uses quantitative methods with SPSS 25 64 bit data analysis tools. Data analysis techniques in this research use validity tests, reliability tests, classical assumption tests, T tests, and F tests. The results of this study show that there is a positive and significant influence of celebrity endorsement on Purchase Intention, there is a positive and significant influence of Price Perception on Purchase Intention. . Then the research results concluded that simultaneously there was a positive and significant influence of celebrity endorsement and Price Perception on Purchase Intention.    

This study aims to determine the effect of: (1) Social Media Marketing on Purchasing Decisions for UDINUS FEB Students, (2) Brand Image on Purchasing Decisions for UDINUS FEB Students, (3) Product Quality on Purchasing Decisions for UDINUS FEB Students. This research includes survey research. The population of this study were students of the Faculty of Economics and Business, Dian Nuswantoro University with a total of 160 respondents. Sampling using Non Probability Sampling with purposive sampling technique. The research data collection technique was carried out through an online Google Form questionnaire. The results showed that the Social Media Marketing had a positive and significant effect on purchasing decisions with a significant value of 5.104 > 1.655, Brand Image had a positive and significant effect on purchasing decisions with a significant value of 3.207 > 1.655, and Product Quality had a positive and significant effect on purchasing decisions with a significant value of 2.930 > 1.655 on Somethinc Cushion  on Students of the Faculty of Economics and Business, Dian Nuswantoro University.

This study uses qualitative methodology to analyze how marketing strategies and prices exist on Somethinc products. Literature review is also obtained to be able to process data. The results of this study show that Somethinc products are very racing on social media for how they promote the product and pricing strategies that are carried out in various ways to achieve the desired target.  The objectives in this study are: 1) To be able to find out the marketing strategy carried out by Somethinc products. 2) To be able to know how the pricing strategy set by Somethinc product.

Thel purposel of this papelr is to analyzel: 1) To deltelrminel thel elffelct of Brand Imagel on Purchasing Delcisions in purchasing Somelthing products. 2) To deltelrminel thel elffelct of brand imagel on consumelr satisfaction in purchasing Somelthing products. 3) To deltelrminel thel elffelct of Ellelctronic Word Of Mouth on Purchasing Delcisions in purchasing Somelthing products. 4) To deltelrminel thel elffelct of Ellelctronic Word Of Mouth on Consumelr Satisfaction in purchasing Somelthing products. 5) To deltelrminel thel elffelct of Purchasel Delcision on Consumelr Satisfaction. 6) To deltelrminel thel elffelct of Brand Imagel and Ellelctronic Word Of Mouth simultanelously on Purchasel Delcision and Consumelr Satisfaction. Thel typel of relselarch writteln by this writelr is associativel writing using a quantitativel approach. Thel sampling telchniquel was carrield out using thel Non Probability Sampling telchniquel with a purposivel sampling telchniquel with a population of 114 relspondelnts. With thel critelria: (1) Consumelrs ageld 17 yelars and ovelr (2) Havel purchaseld Somelthing products (3) Havel relvielweld skincarel products onlinel (4) Domicilel in Pasuruan Relgelncy. Whilel thel analysis telchniquel useld is path analysis or path analysis with calculation analysis tools using SPSS 22.