The Influence of Influencer Marketing on Generation Z Purchase Intention in Indonesia: The Mediating Role of Consumer Trust and Perceived Content Authenticity

Giri Ayuni Sekar Tanjung; Ardian Prima Putra

doi:10.63922/ijebir.v5i04.4216

Giri Ayuni Sekar Tanjung Universitas Veteran Bangun Nusantara, Sukoharjo, Indonesia
Ardian Prima Putra Universitas Veteran Bangun Nusantara, Sukoharjo, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i04.4216

Keywords: influencer marketing, purchase intention, Generation Z, consumer trust, content authenticity, secondary data, Indonesian e-commerce

Abstract

The explosion of social media usage in Indonesia has opened a new chapter in marketing, particularly through an approach now widely known as influencer marketing. Amidst this wave of digital transformation, Generation Z has emerged as the most dynamic consumer group while simultaneously being the most resistant to conventional advertising. This study focuses on how influencer marketing activities shape Generation Z purchase intention, while examining two psychological mechanisms that serve as bridges in this process, namely consumer trust and perceived content authenticity. A quantitative approach was employed, relying on secondary data from the Central Statistics Agency (BPS), the Indonesian Internet Service Providers Association (APJII), and Bank Indonesia, spanning the period 2019 to 2024. Through Pearson correlation analysis, time-series OLS regression, and Sobel mediation tests, it was found that the breadth of influencer reach on digital platforms correlates very strongly with national e-commerce transaction value growth (r = 0.947; p < 0.01). Consumer trust proved to be a significant partial mediator (Sobel z = 2.548; p = 0.011), as did perceived content authenticity with a slightly larger mediation effect (Sobel z = 2.541; p = 0.011). These findings affirm that the success of influencer marketing campaigns does not rest solely on viewership numbers, but rather on the depth of trust and authenticity built in the minds of young Indonesian consumers.

References

APJII. (2024). Survei penetrasi internet Indonesia 2024. Asosiasi Penyelenggara Jasa Internet Indonesia. https://apjii.or.id
APJII. (2025). Survei penetrasi internet Indonesia 2025. APJIIAsosiasi Penyelenggara Jasa Internet Indonesia. https://apjii.or.id
Bank Indonesia. (2024). Statistik sistem pembayaran dan infrastruktur pasar keuangan 2019–2024. Bank Indonesia. https://www.bi.go.id
BPS. (n.d.-a). Statistik e-commerce 2023. Badan Pusat Statistik. https://www.bps.go.id
BPS. (n.d.-b). Statistik telekomunikasi Indonesia 2024. Badan Pusat Statistik. https://www.bps.go.id
Branca, G., Nguyen, T. T., & Pham, H. L. (2025). Influencer marketing and purchase intention among Generation Z in Vietnam: The role of credibility, peer review, and entertainment value. Asia Pacific Journal of Marketing and Logistics, 37(1), 55-75.
Cabeza‐Ramírez, L. J., Cañizares, S. M. S., Santos-Roldán, L., & García, F. J. F. (2023). Exploring the Effectiveness of Fashion Recommendations Made by Social Media Influencers in the Centennial Generation. Textile Research Journal, 93(13–14), 3240–3261. https://doi.org/10.1177/00405175231155860
Candra, R. (2023). Influencer recommendation authenticity and fashion purchase intention among Gen Z: A TPB-based model. Indonesian Journal of Marketing Science, 8(2), 100-117.
Databoks. (2025). Nilai transaksi e-commerce Indonesia naik 17% pada 2024. Katadata. https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/69325fdf33aa9/nilai-transaksi-e-commerce-di-indonesia-naik-17-pada-2024
Dharmender, K. (2024). Visual appeal, product feasibility, and impulsive purchase intention on TikTok: An S-O-R approach. Journal of Retailing and Consumer Services, 77, 103640.
Duffett, R., & Maraule, M. (2024). Celebrity, micro-celebrity, and virtual influencer effectiveness on Generation Z: Emotional attachment and purchase intention. Journal of Advertising, 53(2), 214-233.
Erwin, A., Widyarto, W., & Setiawan, A. (2023). TikTok influencer marketing, affiliate marketing, and online customer reviews: Impact on Generation Z purchasing decisions on Shopee. Journal of Digital Business, 4(1), 12-29.
Filieri, R., McLeay, F., & Tsui, B. (2022). Authenticity, trustworthiness, and expertise in audiovisual influencer eWOM: Effects on brand attitude and purchase decision. Journal of Business Research, 141, 376-385.
Garg, M., & Bakshi, A. (2024). Exploring the Impact of Beauty Vloggers’ Credible Attributes, Parasocial Interaction, and Trust on Consumer Purchase Intention in Influencer Marketing. Humanities and Social Sciences Communications, 11(1). https://doi.org/10.1057/s41599-024-02760-9
Ghaly, M. (2023). Virtual influencer perceived authenticity, digital literacy, and consumer engagement in Indonesia. Journal of Research in Interactive Marketing, 17(3), 400-420.
Husna, A. H., & Mairita, D. (2024). Gen Z dan perilaku konsumsi konten influencer pada TikTok. Jurnal Riset Komunikasi, 7(1), 86-100.
Kristabel, A., Susanto, H., & Wijaya, T. (2024). Influencer credibility, trust, and purchase intention in the insurance sector post-COVID: Mediation analysis. Journal of Financial Services Marketing, 29(1), 55-70.
Potluri, R. M., Zulpaidar, Z., & Kurmangazin, S. (2024). Impact of Brand Name and Pricing on Kazakhstan Gen Z Consumer Behavior. Innovative Marketing, 20(3), 70–80. https://doi.org/10.21511/im.20(3).2024.06
Raza, M., Zaman, S. U., Qabool, S., Kazmi, S. H. A., & urRehman, S. (2023). Role of Marketing Strategies to Generation Z in Emerging Markets. Journal of Organisational Studies and Innovation, 9(3), 16–43. https://doi.org/10.51659/josi.21.166
Salam, K. N., Singkeruang, A. W. T. F., Husni, M. F., Baharuddin, B., & A.R, D. P. (2024). Gen-Z Marketing Strategies: Understanding Consumer Preferences and Building Sustainable Relationships. Golden Ratio of Mapping Idea and Literature Format, 4(1), 53–77. https://doi.org/10.52970/grmilf.v4i1.351
Singh, P. (2024). Facebook shopping attitude, enjoyment, credibility, and peer interaction: Purchase intention among Generation Z. Journal of Retailing and Consumer Services, 76, 103600.
Utami, S., & Praswati, A. N. (2023). Source credibility, authenticity, trust, and purchase intention: Unexpected mediation in cosmetics influencer context. Jurnal Bisnis Strategi, 32(1), 55-70.
Wang, X., Aisihaer, N., & Aihemaiti, A. (2022). Research on the Impact of Live Streaming Marketing by Online Influencers on Consumer Purchasing Intentions. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.1021256
We Are Social. (2024). Digital 2024: Indonesia. We Are Social & Meltwater.
Wijerathna, D. N. M. N., & Wijesundara, T. R. (2022). Impact of Perceived Authenticity in Micro-Influencer Marketing on Purchasing Intention in Fitness Sector: The Mediation Role of Trust. Journal of Management Matters, 9(1), 1–25. https://doi.org/10.4038/jmm.v9i1.30
Zheng, J., Liu, Y., & Wang, S. (2022). Social interaction, initial trust, and mobile social commerce purchase intention: An SOR approach. International Journal of Information Management, 65, 102490.