Pengaruh Brand Image, Live Streaming Tiktok, dan Kepercayaan Pada Produk The Originote Terhadap Minat Beli Gen Z di Kecamatan CepogoKabupaten Boyolali Tahun 2026

Yoga Safitriyana (Universitas Boyolali)
Donna Setiawati (Universitas Boyolali)
Luki Sri Anggorowati (Universitas Boyolali)

Multidisciplinary Journal of Education, Economic and Culture
Vol. 4 No. 2 (2026): September 2026

This study aims to analyze the influence of Brand Image, TikTok Live Streaming, and trust on the purchase intention of The Originote skincare products among Gen Z in Cepogo District, Boyolali Regency. This study uses the Theory of Planned Behavior (TPB) as a basis. The research method used is associative quantitative. The research sample consisted of 121 Gen Z respondents aged 13-24 years old who were selected using purposive sampling. Data collection was carried out through a questionnaire via Google Form, and data analysis used multiple linear regression with the SPSS version 26 program. The t-test results showed that Brand Image had no significant effect on purchase intention (sig.0.139>0.05). However, TikTok Live Streaming had a positive and significant effect on purchase intention (sig.0.25<0.05). The trust variable is the most dominant factor that has a positive and significant influence on purchasing interest (sig.0.000<0.05). Simultaneously (test), the three independent variables have a significant influence on purchasing interest (sig.0.000<0.05) with a contribution of 61%.