Pengaruh Generative Ai Marketing Dan Creator Trust Terhadap Purchase Intention Pada Tiktok Shop

Eki Ramadan (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang)
Juniko Hafizh Dwitomo (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang)
Ria Aulia (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang)

JEBD
Vol. 4 No. 2 (2026): Oktober - Desember

The development of digital marketing through TikTok Shop has encouraged the use of Generative Artificial Intelligence (AI) and content creators to attract consumer purchase intention. This study aims to analyze the effects of Generative AI Marketing and Creator Trust on Purchase Intention, both partially and simultaneously. This research employed a quantitative approach with an associative research design. Data were collected through questionnaires distributed to 31 respondents selected using purposive sampling. The data were analyzed using multiple linear regression with the assistance of SPSS. The results indicate that Generative AI Marketing has no significant effect on Purchase Intention, with a significance value of 0.705. In contrast, Creator Trust has a positive and significant effect, with a significance value of 0.000. Simultaneously, both variables have a significant effect on Purchase Intention, with an F-value of 14.476 and a significance value of 0.000. The coefficient of determination of 50.8% indicates that both variables explain 50.8% of the variation in consumer purchase intention, while the remaining 49.2% is explained by other factors outside the scope of this study.