Influencer Credibility, Product Knowledge, dan Electronic Word of Mouth Dampaknya Terhadap Purchase Intention Produk Time Phoria

Abstract

This study aims to analyze the influence of influencer credibility, product knowledge, and electronic word of mouth (e-WOM) on the purchase intention of Gen Z consumers in Surabaya for Time Phoria Nebula Velvet Lip Cream products using the Theory of Planned Behavior (TPB) approach. The development of digital marketing through social media has driven changes in consumer behavior, particularly among Generation Z, in searching for and evaluating product information before forming purchase intentions. As a brand that actively utilizes social media in its promotional activities, Time Phoria needs to understand the factors that can increase consumer purchase intention. This study uses a quantitative approach with purposive sampling techniques involving 180 respondents. Data was collected through an online questionnaire and analyzed using multiple linear regression with the help of SPSS version 25 software. The results show that the variables of influencer credibility, product knowledge, and electronic word of mouth (e-WOM) all have a partial positive and significant effect on the purchase intention of Gen Z in Surabaya for Time Phoria Nebula Velvet Lip Cream products.