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All Journal Ilomata International Journal of Management Journal of Educational Management Research
Ramadania
Universitas Tanjungpura
Humanities Education Social Sciences

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Influencer Attractiveness and Social Media Interactivity: The Mediating Role of Consumer Trust in Purchase Decisions Piki Satriya; Ramadania; Anwar Azazi; Juniwati; Bintoro Bagus Purmono
Journal of Educational Management Research Vol. 5 No. 5 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i5.2937

Abstract

The rapid growth of TikTok has transformed digital marketing and increasingly shaped Generation Z’s purchasing behavior. Influencer attractiveness and social media interactivity can influence consumer responses, but consumer trust may determine whether these marketing stimuli are translated into purchase decisions. This study examines the effects of influencer attractiveness and social media interactivity on consumer trust and purchase decisions, as well as the mediating role of consumer trust. A quantitative causal-associative approach was employed using data from 150 Generation Z respondents selected through purposive sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results show that influencer attractiveness significantly affects consumer trust and purchase decisions, while social media interactivity also has significant positive effects on both variables. Consumer trust significantly influences purchase decisions and mediates the effects of both influencer attractiveness and social media interactivity on purchase decisions. The model explains 57.1% of the variance in consumer trust and 62.4% of the variance in purchase decisions. These findings highlight the importance of combining authentic influencer characteristics, meaningful interaction, and trust-building strategies in TikTok-based marketing.
Co-Authors Ahmadi Albert Lianto Ana Fitriana Anggraini Syahputri Anindita Ayu Listyanti Anwar Azazi Barkah Bimewahqi Najmi Bintoro Bagus Purmono Cindy Theodora Daffa Fernanda Aqsa Dody Pratama Marumpe Gregoria Cici Anjarwati Harry Setiawan Hasanudin Heriyadi Ilzar Daud Juniwati M. Ridwan Ristyawan Mazayatul Mufrihah B11212091 Naswa Riantika Piki Satriya Titik Rosnani Titik Rosnani Uray Ndaru Mustika Velisia Wenny Pebrianti Wenny Pebrianti Yupentus Bio Samuel