<![CDATA[The rapid development of digital technology and social media has fostered new forms of consumption behavior, particularly through social commerce platforms such as TikTok Shop. This study aims to examine the influence of online reviews and influencer endorsements on the purchase intention of Generation Z consumers in Indonesia. Employing a quantitative approach, data were collected via questionnaires from Gen Z respondents who actively use TikTok Shop, utilizing a purposive sampling technique based on specific criteria. The three primary variables investigated are online reviews (exogenous variable), influencer endorsements (endogenous variable), and purchase intention (mediating variable). Data analysis was conducted using the Partial Least Squares (PLS) method via SmartPLS 3.0 software. The study is expected to demonstrate significant relationships between consumer reviews, influencer endorsements, and Gen Z purchase intentions, both individually and simultaneously. These findings are anticipated to contribute theoretically to digital marketing literature and offer practical implications for effective marketing communication strategies in the social commerce era.]]>
Copyrights © 2026
