Pengaruh Kredibilitas Influencer dan Konten Edukatif Terhadap Keputusan Pembelian Produk The Originote Pada Generasi Z di Kecamatan Baleendah Kabupaten Bandung (Studi Pada Fenomena Overclaim di TikTok)
DOI:
https://doi.org/10.61722/jaem.v3i3.12307Keywords:
Influencer Credibility, Educational Content, Purchase Decision, The Originote, TikTok.Abstract
The rapid growth of social media, particularly TikTok, has transformed the way consumers obtain information about skincare products. At the same time, the widespread phenomenon of overclaim in skincare products has raised concerns about the accuracy of the information being shared. In this context, influencer credibility and educational content are considered factors that may influence consumers' purchase decisions. This study aims to examine the condition of influencer credibility, educational content, and purchase decisions, as well as to analyze the influence of influencer credibility and educational content on the purchase decisions of The Originote products among Generation Z in Baleendah District, Bandung Regency. This study employed a quantitative approach using descriptive and verificative methods. Data were collected through questionnaires, observations, and literature reviews, and were analyzed using descriptive analysis and multiple linear regression. The results indicate that influencer credibility and educational content have a significant effect on purchase decisions, both partially and simultaneously. These findings highlight the importance of delivering credible and educational information as a basis for developing digital marketing strategies that encourage consumers' purchase decisions.
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