Pengaruh Influencer Marketing, Hedonic Value, dan Brand Trust terhadap Purchase Intention Produk Overpriced di Tiktok

Abstract

This study aims to analyze the influence of influencer marketing, hedonic value, and brand trust on purchase intention toward overpriced products on TikTok. A quantitative approach was employed using a survey method involving 110 respondents, specifically active Generation Z users of the platform. Data were collected through an online questionnaire measured on a Likert scale and analyzed using multiple linear regression with SPSS 22. The findings reveal that influencer marketing, hedonic value, and brand trust have a positive and significant effect on purchase intention for overpriced products on TikTok. Among these variables, brand trust demonstrates a particularly strong contribution in shaping consumer intention. These results highlight the importance of emotional value and trust-building strategies in social commerce environments. The study provides practical implications for marketers in optimizing digital marketing strategies and offers a foundation for future research to expand variables, explore different contexts, and refine models related to consumer behavior in social media-driven marketplaces..