<![CDATA[This study aims to analyze the effect of influencer authenticity on purchase intention among Gen Z TikTok users in Indonesia, with consumer trust, perceived value, and perceived risk as mediating variables. This study is grounded in the Stimulus-Organism-Response (S-O-R) theory, which explains how external stimuli influence consumers’ psychological states and behavioral responses in the form of purchase intention. A quantitative approach was employed through a survey method by distributing online questionnaires to 150 active Gen Z TikTok users in Indonesia. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results indicate that influencer authenticity has a positive and significant effect on consumer trust and perceived value, while it has a negative and significant effect on perceived risk. Furthermore, consumer trust and perceived value positively influence purchase intention, whereas perceived risk negatively influences purchase intention. The findings also reveal that consumer trust, perceived value, and perceived risk mediate the relationship between influencer authenticity and purchase intention. Overall, the study highlights the critical role of influencer authenticity in shaping consumers’ purchase intention by fostering trust, enhancing perceived value, and reducing perceived risk among Gen Z TikTok users in Indonesia.]]>
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