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All Journal Journal of Innovative and Creativity
C.H, Valentino
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Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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"Pengaruh Kredibilitas Influencer Terhadap Niat Beli Gen Z Di Tokopedia" Nabila, Nasywa; C.H, Valentino; Adam, Rosida P.
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.6198

Abstract

This study aims to analyze the effect of influencer credibility on Generation Z’s purchase intention on the Tokopedia e-commerce platform. Influencer credibility is measured through three dimensions: expertise, trustworthiness, and attractiveness. The study employs a quantitative method with a causal approach involving 30 Generation Z students from the Faculty of Economics and Business who actively use Tokopedia. Data were collected using a Likert-scale questionnaire and analyzed using multiple linear regression. The results indicate that influencer credibility has a significant simultaneous effect on purchase intention (F = 4.488; p = 0.011), explaining 34.1% of the variance (R² = 0.341). Although each dimension does not have a significant partial effect, influencer credibility collectively plays a role in shaping Generation Z’s purchase intention. These findings suggest that influencer marketing is an effective strategy for increasing purchase intention on Tokopedia.
Co-Authors Nabila, Nasywa Rosida P. Adam