Perkembangan e-commerce berbasis media sosial mengubah pola konsumsi Generasi Z, yang makin sering berbelanja di platform interaktif seperti TikTok Shop. The Originote, merek skincare yang populer di TikTok Shop, sukses menarik konsumen lewat pemasaran digital. Penelitian ini menganalisis pengaruh Brand Awareness, Kepuasan Pelanggan, dan Electronic Word of Mouth (EWOM) terhadap Keputusan Pembelian The Originote di TikTok Shop, khususnya pada Generasi Z di Kabupaten Kendal. Dengan metode kuantitatif dan pendekatan survei, data dikumpulkan dari 100 responden yang membeli The Originote di TikTok Shop, lalu dianalisis dengan regresi linear berganda. Hasilnya, Brand Awareness berpengaruh signifikan terhadap keputusan pembelian. Konsumen yang mengenal merek cenderung tertarik membeli. Kepuasan Pelanggan berdampak positif, pengalaman baik mendorong loyalitas. EWOM berperan penting dalam membentuk kepercayaan dan minat beli, menunjukkan ulasan online menjadi kunci keputusan.Penelitian ini berkontribusi bagi pemasar untuk strategi digital yang efektif. Meningkatkan brand awareness, menjaga kepuasan pelanggan, dan mengoptimalkan EWOM dapat meningkatkan daya tarik dan kepercayaan konsumen

ABSTRACT:
The rise of social media-based e-commerce has transformed consumer behavior, particularly among Generation Z, who increasingly make purchases on interactive platforms like TikTok Shop. The Originote, a rapidly growing skincare brand on TikTok Shop, has successfully attracted consumers through digital marketing strategies. This study analyzes the influence of Brand Awareness, Customer Satisfaction, and Electronic Word of Mouth (EWOM) on the Purchase Decision of The Originote products on TikTok Shop, focusing on Generation Z in Kendal Regency. Using a quantitative method with a survey approach, data was collected from 100 respondents who had purchased The Originote products on TikTok Shop and analyzed using multiple linear regression. The results indicate that Brand Awareness significantly influences purchase decisions; consumers familiar with the brand are more likely to buy. Customer Satisfaction also positively impacts purchase decisions, showing that positive experiences drive customer loyalty. EWOM plays a crucial role in shaping consumer trust and purchase interest, indicating online reviews are key. This research contributes to marketers in developing effective digital marketing strategies. By increasing brand awareness, maintaining customer satisfaction, and optimizing EWOM, companies can enhance consumer appeal and trust.