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p-Index From 2020 - 2025
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All Journal IECON: International Economics and Business Conference International Conference on Digital Advanced Tourism, Management, and Technology
Nadya Aurelle Dwisyah
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Influence of Influencer Credibility and Visual Content on Gen Z's TikTok Purchase Intention Nadya Aurelle Dwisyah; Defa Enggrina; Delta Pelangi; Asmita Wulansari Dg. Liwang
IECON: International Economics and Business Conference Vol. 3 No. 1 (2025): International Conference on Economics and Business (IECON-3)
Publisher : www.amertainstitute.com

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65246/d4asa193

Abstract

This study investigates the impact of influencer credibility and visual content on the purchase intention of Generation Z users on TikTok. Given the rising influence of social media marketing and the unique behaviors of Gen Z, understanding these factors is critical for effective digital marketing strategies. The research aims to examine how perceived trustworthiness, expertise, and attractiveness of influencers, alongside the quality and appeal of visual content, affect purchase intentions. A quantitative approach was employed, utilizing a structured questionnaire distributed to 350 Gen Z TikTok users selected through purposive sampling. Data were analyzed using structural equation modeling (SEM) to assess the relationships between variables. The results reveal that both influencer credibility and visual content significantly influence purchase intention, with influencer credibility showing a stronger effect. The findings suggest that marketers should prioritize building authentic and trustworthy influencer partnerships, as well as optimizing visual content to engage Gen Z audiences effectively. This study contributes to the growing body of knowledge on social media marketing by highlighting the specific drivers of purchase behavior on emerging platforms like TikTok. The implications offer valuable insights for marketers seeking to enhance consumer engagement and drive sales through influencer collaborations and compelling visual storytelling. The study recommends further research on other social media platforms and additional factors affecting Gen Z’s consumer behavior.
The Influence Of Social Media Marketing On Purchasing Decisions At Triloka Company Nur Fadilah; Nadya Aurelle Dwisyah; Zulkaida Akher
International Conference On Digital Advanced Tourism Management And Technology Vol. 1 No. 2 (2023): International Conference on Digital Advanced Tourism, Management, and Technolog
Publisher : Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/ictmt.v1i2.152

Abstract

The purpose of this study is to determine how the usage of social media affects elite home purchase choices at PT. Triloka Kendari in Kendari Regency. This study focuses on elite house purchasers who work with PT. Kendari Triloka in Kendari Regency. The accidental sampling approach was used to choose this study's 81 respondents. This study collects primary data via the distribution of questionnaires. This study employs multiple linear regression analysis with t-test hypothesis testing. The test findings indicate that service quality and social media marketing factors impact the choice to buy exclusive home at PT. Triloka Kendari. The independent variable has an 18.5% effect on the dependent variable, whereas factors not addressed in this research affect 26.54% of the total.
Co-Authors Asmita Wulansari Dg. Liwang Defa Enggrina Delta Pelangi Nur Fadilah Zulkaida Akher