The Impact of Influencer Credibility on Purchase Intention of TikTok Users

This study aims to fill the research gap related to influencers on the TikTok platform in Generation Z, which will give different results because each generation and platform user has a different character. Researchers are interested in determining if the attributes of influencers (trustworthiness, expertise, and attractiveness) have a significant effect on developing trust, brand image, and purchase intention among brand users on TikTok, particularly Generation Z. This study uses partial least squares (PLS) in analyzing the sample data of 203 respondents which were obtained through an online survey from 14 April to 20 April, 2022. This study found that several dimensions had no significant effect on brand image and trust. Brand image was found to not affect purchase intention, so the mediating role of a brand image becomes insignificant, followed by the mediating role of trust and purchase intention. However, the other hypotheses were supported. The results of the research contributed to expanding the literature on digital marketing and enabled practitioners to help them choose the right influencers according to the brands and platforms they use.