The Effect of TikTok Social Media Influencer Credibility on Consumer Trust and Its Impact on Product Purchase Intention

Abstract

This study aims to understand how TikTok users perceive influencer credibility and to what extent it influences their intention to purchase the promoted product. This study also highlights which credibility dimensions are better at influencing product purchase intentions. This study applies a quantitative method with a simple random sampling technique to determine the sample of respondents, who are active TikTok social media users in Indonesia. Overall, 729 responses were collected through online questionnaire distribution. The data obtained were then analysed using the PLS-SEM technique. The result of this study indicates that all proposed hypotheses are accepted. Influencers' credibility dimensions of attractiveness, trustworthiness, and expertise have a positive and significant influence on purchase intention. The three dimensions of credibility influence the purchase intention variable by 29,8% and the rest is influenced by other variables outside this study. The attractiveness variable in this study is the variable that most influences the purchase intention variable by consumers. These findings indicate that consumers are more likely to purchase the product when they perceive an influencer as credible.