Dalam penelitian awal, terdapat fenomena yang menunjukkan bahwa meskipun eWOM di aplikasi TikTok mampu memberikan informasi dan membangun citra merek kosmetik lokal, pengaruhnya terhadap niat beli konsumen belum sepenuhnya optimal. Penelitian ini bertujuan untuk menguji pengaruh electronic word of mouth (eWOM) terhadap niat beli konsumen merek kosmetik lokal melalui aplikasi TikTok. Penelitian sebelumnya menunjukkan bahwa kualitas informasi, kredibilitas pesan, dan daya tarik konten dalam eWOM berperan penting dalam membentuk persepsi konsumen dan memengaruhi niat beli. Responden sebanyak 107 orang dikumpulkan menggunakan teknik non-probability purposive sampling melalui kuesioner online. Data dianalisis menggunakan metode PLS-SEM (Partial Least Square - Structural Equation Modeling) dengan software SmartPLS dan uji statistik one-tailed test. Hasil penelitian menunjukkan bahwa eWOM memiliki pengaruh positif terhadap niat beli konsumen, baik secara langsung maupun melalui mediasi adopsi informasi. Penelitian ini memberikan implikasi bahwa strategi pengelolaan eWOM melalui konten yang menarik, kredibel, dan relevan sangat penting untuk meningkatkan niat beli konsumen terhadap merek kosmetik lokal di TikTok./ In the initial research, a phenomenon was revealed where, despite consumers being exposed to eWOM on TikTok that provides substantial product information and builds a positive brand image, this does not consistently lead to a strong intention to purchase local cosmetic brands. This study aims to analyze the influence of electronic word of mouth (eWOM) on the purchase intention of consumers toward local cosmetic brands via TikTok highlights that the quality of information, credibility of messages, and appeal of content in eWOM play a crucial role in shaping consumer perceptions and driving purchase intentions. A total of 107 respondents were surveyed using a non-probability purposive sampling technique through an online questionnaire. Data were analyzed using the PLS-SEM (Partial Least Square - Structural Equation Modeling) method with SmartPLS software and a one-tailed statistical test. The results show that eWOM has a significant positive effect on consumer purchase intention, both directly and indirectly through the mediation of information adoption. This study emphasizes the managerial importance of developing effective eWOM strategies on TikTok with a focus on creating credible, engaging, and relevant content to strengthen consumers' purchase intentions for local cosmetic brands.