Pengaruh Pengaruh Konten Promsi Tiktok dan Trustworthiness Influencer terhadap Minat Membeli Gen Z pada Unit Usaha Mikro Street Food Halal di Kota Surabaya

Maulana Alivio Biyan Soffat (Universitas Negeri Surabaya)
Ahmad Ajib Ridlwan (Universitas Negeri Surabaya)

Jurnal Ilmiah Ekonomi Islam
Vol. 12 No. 5 (2026): Jurnal Ilmiah Ekonomi Islam

This study examines the influence of TikTok influencer content and influencer trustworthiness on Generation Z's purchase intention toward halal street food products offered by micro-business units in Surabaya, both partially and simultaneously. This study employed a quantitative approach using purposive sampling. Data were collected through questionnaires distributed to 126 Generation Z respondents who were active TikTok users and resided in Surabaya. The data were analyzed using multiple linear regression, including partial tests (t-test), simultaneous tests (F-test), and the coefficient of determination (R²). The results showed that TikTok influencer content had a positive and significant effect on purchase intention. Influencer trustworthiness also had a positive and significant effect on purchase intention. Furthermore, both variables simultaneously had a positive and significant effect on purchase intention, with a coefficient of determination of 49.1%. These findings indicate that content quality and trust in influencers play an important role in shaping Generation Z's purchase intention toward halal street food products.