Tujuan penelitian ini adalah untuk mengetahui pengaruh : Content Marketing, Beauty Vlogger dan Online Customer Review terhadap keputusan pembelian pada produk Body Lotion Scarlett di platform Tiktok. Teknik pengumpulan data dilakukan dalam penelitian ini yaitu dengan cara menyebar kuesioner dan pengukurannya menggunakan skala Interval. Populasi dalam penelitian ini yaitu Gen Z di Kabupaten Kuningan. Pengambilan sampel menggunakan rumus Hair dengan jumlah sampel sebanyak 170 responden. Teknik pengambilan sampel yaitu non probability sampling dengan menggunakan metode purposive sampling. Kemudian dilakukan analisis kuantitatif meliputi uji instrumen, uji asumsi klasik dan uji hipotesis. Teknik analisis yang digunakan adalah analisis regresi linear berganda yang dibantu dengan software IBM SPSS versi 26. Berdasakan hasil penelitian yang telah dilakukan menunjukkan bahwa : (H1) Content marketing, beauty vlogger dan online customer review secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian. (H2) Content marketing bepengaruh positif dan signifikan terhadap keputusan pembelian. (H3) Beauty vlogger bepengaruh positif dan signifikan terhadap keputusan pembelian. (H4) Online customer review bepengaruh positif dan signifikan terhadap keputusan pembelian.

The purpose of this research was to determine the effect of content marketing, beauty vloggers, and online customer reviews on purchasing decisions for Scarlett Body Lotion products on the TikTok platform. Data collection techniques in this research were conducted by distributing questionnaires and measuring responses using an interval scale. The population in this study was Gen Z in Kuningan Regency. The sample was taken using Hair's formula, resulting in a total sample of 170 respondents. The sampling technique used was non-probability sampling with a purposive sampling method. Quantitative analysis was then carried out, including instrument testing, classical assumption testing, and hypothesis testing. The analysis technique used was multiple linear regression analysis, assisted by IBM SPSS software version 26. Based on the results of the research that had been conducted, it showed that: (H1) Content marketing, beauty vloggers, and online customer reviews simultaneously had a positive and significant effect on purchase decisions. (H2) Content marketing had a positive and significant effect on purchase decisions. (H3) Beauty vloggers had a positive and significant effect on purchase decisions. (H4) Online customer reviews had a positive and significant effect on purchase decisions.