Pengaruh Influencer Credibility Dan User Generated Content (UGC) Melalui Brand Trust Terhadap Purchase Intention Generasi Z Pengguna Tiktok Shop Di Kota Surabaya

Abstract

This study aims to analyze the effect of Influencer Credibility and User Generated Content (UGC) on Purchase Intention, with Brand Trust as a mediating variable among Generation Z TikTok Shop users in Surabaya within the context of social commerce. The novelty of this research lies in combining user-generated content and influencer credibility into a single model, using brand trust as a mediator in the still-understudied TikTok Shop setting. A quantitative approach was employed with primary data collected through a questionnaire from TikTok Shop users in Surabaya. Purposive sampling was applied, and data were analyzed using PLS-SEM with SmartPLS 4.0. The results indicate that the credibility of influencers and user-generated content significantly affect brand trust, and brand trust significantly affects purchase intention. However, these two variables do not directly affect purchase intention, indicating that brand trust plays an important mediating role. This study focuses on Generation Z in Surabaya, making generalizations difficult, but the findings suggest that digital businesses should develop credible content strategies to strengthen trust and encourage purchases.