<div class="page" title="Page 1"><div class="layoutArea"><div class="column"><p><span>Skincare is one of the things that Generation Z is interested in. Azarine is one of the skincare products that is viral and widely discussed at the moment, but Azarine is still ranked 6th in the best-selling skincare brand data even though Azarine itself has done various marketing, especially on Tiktok. This research intends to ascertain the impact of influencers, soft selling, E-WOM on purchase intention. The sample in this research was 100 followers of the Tiktok account @azarinecosmetic who belonged to generation Z and were interested in Azarine skincare. This research uses quantitative descriptive data. The Methods for data analysis include validity testing, reliability testing, t-testing, f- testing, coefficient of determination testing, multiple linear regression analysis, and classical assumption testing. The findings or results of the research are that all variables partially have a positive and significant effect on purchase intention and all independent variables simultaneously have a positive and significant effect on purchase intention. The magnitude of the influence of the independent variable on purchase intention is 65.1%. The advice that researchers can give is that Azarine should collaborate more with influencers and choose influencers who understand skincare. always be consistent and create various interesting content with persuasive language so that the audience gets the message offered from the content without feeling uncomfortable. Azarine skincare is expected to always promote the products it offers by implementing soft selling with interesting content in more persuasive language, as well as encouraging consumer interest in making honest and transparent reviews of the E-WOM that is distributed.</span></p></div></div></div>