Pengaruh Influencer Credibility dan Content Marketing di TikTok Terhadap Purchase Intention Produk F&B Melalui Brand Image Sebagai Variabel Mediasi di Surabaya

Abstract

This quantitative study aims to analyze the influence of influencer credibility and content marketing on TikTok on the purchase intention of F&B products, with brand image acting as a mediator in Surabaya. Based on the S-O-R, Source Credibility, and ELM theories, data collected from Generation Z respondents in Surabaya were analyzed using SEM-AMOS. The results reveal that influencer credibility directly drives purchase intention without affecting brand image. Conversely, content marketing significantly builds brand image but lacks a direct impact on purchase intention. Consequently, brand image successfully mediates the relationship between content marketing and purchase intention, but fails to mediate influencer credibility. Based on these findings, F&B businesses and marketers should focus content marketing on building a trusted brand image to stimulate purchase intention, while utilizing honest, relatable influencers for direct promotional impact. TikTok F&B influencers should also enhance content authenticity to support this process.