Andrade, Rendel A. Arcilla, Allyza Marie B. Bernabe, Erica Lyn Y. Boniquit, Liecka Rianne P. Gayotin, Julia Kimberly S. Justiniano, Justine Nicole P. Magsalay, Kaye Ann S. Mayuyo, Cindy Marie L. Tejano, Crisaldy A.  4  0   <br/><br/>
The impact of Tiktok influencer on the buying behavior of College of Business Administration for skincare products        6 
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<br/><br/>   Business Research: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila, 2024 
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<br/><br/> ABSTRACT    Tik Tok has been one of the most used apps since the pandemic started thus being a revenue not only for celebrities, influencers, and common people but for businesses as well. This study aims to determine the impact of TikTok influencers on the buying behavior of PLM Marketing Students for skincare products, assessing the factors that influence the consumers. With a population size of 333 respondents from a total of 2,465 students, enrolled in College of Business Administration from PLM. answered a survey on what factors TikTok influencers had that influenced them to buy a skincare product. The researchers used a descriptive correlational methodology, using Microsoft Forms to create the survey. During the survey, all respondents were asked the same questionnaire that has been sent via Teams and answers have been recorded in Microsoft Forms, analyzed by a statistician and interpreted by the researchers. The results have shown that a TikTok influencer's Authenticity, Relatability, and Expertise has a big impact on the respondents buying behavior. The level of influence of TikTok influencer's includes the Attitude, Skills, and Influence on others affects also the buying behavior of students. And it also shows that there is no significant difference that influences the CBA students to buy from a TikTok influencer's recommendation for skincare products. In conclusion, the CBA students of PLM find TikTok influencers that have factors such as Authenticity, Relatability, and Expertise reliable to affect the purchase decisions for skincare products and alongside with the level of influence that TikTok influencer have to students. This study is of great significance to TikTok influencers to try different marketing strategies and approaches to strengthen the brand image and contents.    Keywords: Tik Tok influencers, authenticity, relatability, expertise, attitude, skills, influence on others, buying behavior, College of Business Adminstration students       
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