Eksplorasi Persepsi Generasi Z terhadap Kredibilitas dan Popularitas Influencer TikTok dalam Memengaruhi Pilihan Produk Fashion: Sebuah Literatur Review

Authors

  • Safitri Putri Derajat Universitas Primagraha
  • Imelda Imelda Universitas Primagraha
  • Shinta Ayu Universitas Primagraha

DOI:

https://doi.org/10.61722/jinu.v2i2.3618

Keywords:

TikTok, influencer credibility, influencer popularity, Generation Z, fashion consumption, social media marketing.

Abstract

This study aims to explore Generation Z's perceptions of the credibility and popularity of TikTok influencers in influencing fashion product choices. Using a qualitative approach and literature analysis method, this research collects secondary data from journals, industry reports, and relevant academic publications. Literature searches were conducted using keywords such as "TikTok influencer credibility," "Gen Z fashion consumption," and "social media marketing." The results indicate that influencer credibility, including factors like trustworthiness, expertise, attractiveness, and similarity with the audience, significantly affects fashion product purchase decisions. Additionally, the popularity of influencers influences purchase intent, with a larger following enhancing their impact. The findings provide insights into how Generation Z evaluates TikTok influencers and their impact on fashion purchase decisions. This study has limitations due to the use of secondary data, suggesting that future research should involve primary data to gain deeper insights.

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Published

2024-12-30