ANALISIS PENGARUH KREDIBILITAS INFLUENCER TIKTOK TERHADAP MINAT BELI GENERASI Z MELALUI KEYAKINAN SEBAGAI VARIABEL MEDIASI

Abstrak

In this marketing world, TikTok social media has become a forum for influencers to recommend a product or service with their credibility, so that followers, especially Generation Z, are confident in their buying interest. This research aims to analyze and ascertain the role of credibility that influencers have on the beliefs of Generation Z and determine whether or not there is a mediating role between influencer credibility and purchasing interest. This research was conducted in the city of Greater Bandung with a sample size of 212 respondents, using a purposive sampling technique. The analysis technique uses path analysis and the Sobel test. The results of this research show that expertise and similarity have no effect on confidence, then reliability and similarity have no effect on purchase intention, therefore they cannot be tested further. In this study, confidence only mediates the relationship between feelings of trustworthiness and purchase intention. The implications for TikTok through this research can provide re-education to the audience in selecting the right influencer and brands can reconsider the credibility of influencers.