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All Journal Jurnal Pengabdian Masyarakat Bangsa West Science Interdisciplinary Studies West Science Interdisciplinary Studies Jurnal Manajemen dan Pemasaran Digital
Chairunnisa, Greisa
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Journal : West Science Interdisciplinary Studies

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The Power of Credibility: How TikTok Influencers Drive Brand Recommendations and Purchase Intentions Among Young Adults Chairunnisa, Greisa; Andriani, Meta
West Science Interdisciplinary Studies Vol. 3 No. 10 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i10.2289

Abstract

This study examines the impact of digital influencer credibility on brand recommendations and its subsequent effect on purchase intentions among university students aged 18–22 who are active TikTok users. Utilizing a quantitative research design, data were gathered through an online survey administered to a purposive sample. The results demonstrate a significant positive relationship between influencer credibility and perceived influence, which subsequently enhances brand engagement and perceived brand value. These findings highlight the critical role of influencer trustworthiness in shaping consumer behavior, particularly among members of Generation Z. The study offers valuable insights for marketers aiming to develop effective digital strategies, emphasizing the importance of selecting credible influencers to optimize campaign outcomes on social media platforms.
Co-Authors Andriani, Meta As-Syifa, Salsabila Nur Dewi Anjani Sudrajat, Nikita Lifa, Vito Marissa Grace Haque, Marissa Grace Martiza, Annisa Dwimarya Nur Assyifa, Salsabila Nuri Wulandari, Nuri Putra, Rama Aldian Santi Rimadias Zaidan, Zaid Muhammad