The Effectiveness of Celebtok Reizuka Ari's Endorsement Strategy on Tiktok Toward Purchase Intention

Edi Komara (STIE Indonesia Banking School)
Dwi Putri Aprilia Zulfiati (STIE Indonesia Banking School)

Jurnal Multidisiplin Madani (MUDIMA)
Vol. 6 No. 5 (2026): May 2026

The development of TikTok as a social media platform has driven changes in digital marketing strategies, particularly through endorsement activities by influencers. This study aims to analyze the effect of Trustworthiness, attractiveness, Parasocial interaction, and Fear of Missing Out (FOMO) on Generation Z’s purchase intention toward products promoted by Reizuka Ari on TikTok. This study employs a quantitative approach, with data collected through questionnaires distributed to Generation Z who are active TikTok users and are familiar with Reizuka Ari’s content. Data analysis was conducted using Partial Least Square (PLS), including outer model and inner model testing. The results indicate that Parasocial interaction and Fear of Missing Out (FOMO) have a positive and significant effect on purchase intention, while Trustworthiness and Attractivenessdo not have a significant effect. These findings suggest that emotional and social factors play a more dominant role in influencing purchase intention compared to rational factors in the context of marketing through TikTok