The Impact of TikTok Influencer Credibility and Authenticity on the Purchase Intention of UNJ Students for Promoted Products
DOI:
https://doi.org/10.64243/JODIGBI.02.3.07Kata Kunci:
Tiktok Influencer, Credibility, Authenticity, Purchase Intention, Promoted ProductsAbstrak
This research seeks to scrutinize how TikTok influencers’ perceived credibility and authenticity shape consumers’ inclination to make a purchase of Universitas Negeri Jakarta (UNJ) students toward endorsed products. The expanding use of influencer marketing on social media, particularly on TikTok, highlights the need to provide a clearer account of how influencer characteristics affect consumer behavior. Employing a quantitative research design, this study uses a survey method with respondents consisting of UNJ students who actively use TikTok and follow at least one influencer. To test the proposed research model, the data were processed using the analytical framework was operationalized using Partial Least Squares Structural Equation Modeling (PLS-SEM) within the SmartPLS platform. These findings suggest that purchase intention toward influencer-promoted products is influenced by a more complex decision-making process, where influencer credibility and authenticity may operate indirectly or in conjunction with other factors rather than as direct predictors. This study deepens the theoretical grounding of influencer marketing research by emphasizing the complex and contextual role of influencer characteristics in influencing consumer behavior on TikTok. Future research is recommended to incorporate mediating or moderating variables to better explain the mechanisms underlying purchase intention in social media contexts.
Referensi
Audrezet, A., de Kerviler, G., & Moulard, J. G. (2018). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557–569.
Audrezet, A., de Kerviler, G., & Moulard, J. G. (2020). Influencer marketing: The impact of credibility and authenticity on consumer behavior. Journal of Consumer Marketing
Balaban, D. C., & Mustățea, M. (2019). Users’ perspective on the credibility of social media influencers. Romanian Journal of Communication and Public Relations, 21(1), 31–46.
Breves, P., Liebers, N., Abt, M., & Kunze, A. (2019).
The perceived fit between Instagram influencers and brands: How influencer–brand fit affects source credibility and persuasive effectiveness. Journal of Advertising, 48(4), 440–454.
De Veirman, M., Cauberghe, V., & Hudders, L. (2017).
Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828.
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles. Computers in Human Behavior, 68, 1–7.
Fadilla, A., & Rimadias, S. (2024). Peran kredibilitas influencer Sarah Ayu dan content quality terhadap online engagement dan purchase intention pada media sosial Instagram. Journal of Accounting, Management, and Islamic Economics, 2(2), 539–550.
Husna, A. H., & Mairita, D. (2024). Gen Z dan perilaku konsumsi konten influencer pada TikTok. Jurnal Ilmu Komunikasi, 7(1), 86–100.
Imawati, A. F., Solihah, A. W., & Shihab, M. (2016). Analisis personal branding fashion blogger Diana Rikasi. Jurnal Ilmu Sosial dan Ilmu Politik, 5(3). Incorporated.
Jin, S. V., & Ryu, E. (2020).
“I’ll buy what she’s #wearing”: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement. Computers in Human Behavior, 102, 1–12.
Koirunisa, R. R., & Kuswati, R. (2025). Pengaruh kredibilitas terhadap niat beli melalui media sosial yang dimediasi sikap pengguna dan dimoderasi influencer follower. Jurnal Lentera Bisnis, 14(2), 1033–1050
Kusbianto, N., Pratiwi, N. M. I., & Maduwinarti, A. (2025). The effect of influencer credibility, authenticity, and engagement on purchase intention in live shopping. DIE: Jurnal Ilmu Ekonomi dan Manajemen, 16(2), 240–255.
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust and purchase intention. Journal of Interactive Advertising, 19(1), 58–73.
Mahardika, S. V., Ma’una, I. I., Islamiyah, Z., & Nurjannah, I. (2021). Faktor-faktor penyebab tingginya minat generasi post-millenial Indonesia terhadap penggunaan aplikasi TikTok. Social Science Educational Research (SOSEARCH), 2(1), 40–53.
Meifitri, M. (2020). Fenomena influencer sebagai salah satu bentuk cita-cita baru di kalangan generasi zoomer. Jurnal Ilmu Komunikasi, 2(2), 69–82.
Moulard, J. G., Garrity, C. P., & Rice, D. H. (2015). What makes a human brand authentic?. Journal of Business Research, 68(4), 930–937.
Mulyana, A. N., & Listiani, E. (2024). Personal branding melalui media sosial TikTok. Jurnal Riset Manajemen Komunikasi, 4(1).
Mulyono. (2022). Influencer marketing sebagai strategi pemasaran di era pandemi Covid-19. Jurnal Web Informatika Teknologi (J-WIT), 7(2), 1–10.
Napitupulu, E., Hasiru, A. S., Az-Zahra, D., & Heriyati, P. (2025). Pengaruh kredibilitas influencer dan keterlibatan pengguna terhadap minat beli pada local brand apparel. Syntax Literate: Jurnal Ilmiah Indonesia, 10(2), 1158–1170.
Novita, D., Herwanto, A., Mayndarto, E. C., Maulana, M. A., & Hanifah. (2023). Penggunaan media sosial TikTok sebagai media promosi pemasaran dalam bisnis online. Jurnal Minfo Polgan, 12(2), 2543–2550.
Nudin, S. H., & Nurlinda, R. A. (2023). Pengaruh social media marketing dan celebrity endorser terhadap purchase intention dengan brand awareness sebagai variabel intervening. Jurnal Bintang Manajemen (JUBIMA), 1(3), 160–184.
Ramadani, R., & Praswati, A. N. (2025). Pengaruh influencer marketing authenticity dan trustworthiness terhadap brand attitude yang dimoderasi oleh perceived value di Kota Surakarta. Jurnal Ekonomi, Manajemen, dan Perbankan, 11(2), 263–290.
Schouten, A. P., Janssen, L., & Verspaget, M. (2020).
Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product–endorser fit. International Journal of Advertising, 39(2), 258–281.
Sokolova, K., & Kefi, H. (2020).
Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742.
Triadinda, D., & Hidayati, D. E. (2025). Social media influencer authenticity mendorong niat beli konsumen pada produk designer brands melalui social media influencer inspiration. Jurnal Lentera Bisnis, 14(1), 346–355.
Triadinda, D., & Hidayati, D. E. (2025). Social media influencer authenticity mendorong niat beli konsumen pada produk designer brands melalui social media influencer inspiration. Jurnal Lentera Bisnis, 14(1), 346–355.
Zahra, M. A. N., Wulandari, W., & Widya, Y. A. C. (2023). TikTok sebagai media sosial populer untuk komunikasi bisnis. Syntax Idea, 5(10), 1387–1393.
Unduhan
Diterbitkan
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2026 Lailatul Isti’anah
Artikel ini berlisensiCreative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
