<![CDATA[This study aims to examine the effect of influencer credibility on fashion product purchasing decisions on TikTok, with trust transfer as a mediating variable among Generation Z consumers in Surakarta. A quantitative explanatory approach was employed using purposive sampling, involving 100 Generation Z respondents in Surakarta who met the predetermined criteria. Data were collected from February to March 2026 through an online questionnaire distributed via Google Forms and analyzed using Structural Equation Modeling–Partial Least Squares (PLS-SEM) with SmartPLS. The results show that influencer credibility has a positive and significant effect on trust transfer and purchasing decisions, while trust transfer also has a positive and significant effect on purchasing decisions. Specifically, the direct effect of influencer credibility on purchasing decisions is positive and significant (β = 0.422; t = 5.499; p < 0.001), while the indirect effect through trust transfer is also positive and significant (β = 0.176; t = 3.663; p < 0.001). Since both the direct and indirect effects are significant and have the same positive direction, trust transfer demonstrates complementary partial mediation in the relationship between influencer credibility and purchasing decisions. These findings indicate that trust transfer represents one mechanism through which influencer credibility influences purchasing decisions, while a significant direct effect remains. This study provides empirical evidence on the mediating role of trust transfer in influencer marketing, particularly in the context of Generation Z consumers and fashion products promoted on TikTok.]]>
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