BRAND TRUST SEBAGAI MEDIATOR PENGARUH INFLUENCER CREDIBILITY DAN PRICE DISCOUNT TERHADAP PURCHASE DECISION GEN Z DI TIKTOK SHOP
Keywords
Influencer Credibility, Price Discount, Brand Trust, Purchase Decision, Generation Z, TikTok ShopAbstract
This study aims to analyze the role of Brand Trust in mediating the influence of Influencer Credibility and Price Discount on the Purchase Decision of Generation Z on TikTok Shop. The research applies a quantitative approach using Structural Equation Modeling-Partial Least Square (SEM-PLS) for data analysis. The Stimulus–Organism–Response (SOR) Theory is used as the grand theory to explain the relationship among the variables, with Influencer Credibility and Price Discount positioned as stimuli, Brand Trust as the organism, and Purchase Decision as the response. The findings reveal that Influencer Credibility has a positive and significant effect on Purchase Decision and Brand Trust. Price Discount also has a positive and significant effect on Purchase Decision and Brand Trust. Furthermore, Brand Trust has a positive and significant effect on Purchase Decision. The mediation analysis shows that Brand Trust significantly mediates the influence of Influencer Credibility and Price Discount on Purchase Decision. The Variance Accounted For (VAF) results indicate that Brand Trust provides partial mediation in both relationships, with a VAF value of 50.00 percent. These findings indicate that the credibility of influencers and attractive price discounts can encourage Generation Z’s purchase decisions, while brand trust strengthens the process by building consumer confidence in the products and brands offered on TikTok Shop. Therefore, integrating credible influencers, appropriate price discount strategies, and strong brand trust is an important factor in increasing Purchase Decision among Generation Z on TikTok Shop
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