The Role Of Trust In Mediating The Effects Of Micro-Influencer Authenticity And Audience Engagement On Purchase Decisions Among Generation Y And Generation Z In Tiktok Campaigns

Ni Putu Pande Anita Yulianti; Made Ika Prastyadewi; Ni Wayan Eka Mitariani

doi:10.63922/ijevss.v5i03.5936

Ni Putu Pande Anita Yulianti Universitas Mahasaraswati Denpasar
Made Ika Prastyadewi Universitas Mahasaraswati Denpasar
Ni Wayan Eka Mitariani Universitas Mahasaraswati Denpasar

DOI: https://doi.org/10.63922/ijevss.v5i03.5936

Keywords: micro-influencer authenticity; audience engagement; trust; purchase decision; TikTok; Generation Y; Generation Z

Abstract

The purpose of this study is to analyze the role of trust in mediating the effects of micro-influencer authenticity and audience engagement on the purchase decisions of Generation Y and Generation Z in TikTok campaigns, and to examine differences in these effects across generations. The study employed a quantitative approach with a cross-sectional design. Data were collected through questionnaires from 320 TikTok users in Indonesia who had been exposed to micro-influencer campaigns and had made a purchase after being influenced by content or interaction on TikTok, consisting of 160 Generation Y respondents and 160 Generation Z respondents. The sample was selected using purposive sampling and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM), mediation analysis, Measurement Invariance of Composite Models (MICOM), and Multi-Group Analysis (MGA). The results show that micro-influencer authenticity does not have a significant direct effect on purchase decisions in either generation, whereas audience engagement and trust have positive and significant effects on purchase decisions. Micro-influencer authenticity and audience engagement also have positive and significant effects on trust. Trust fully mediates the relationship between micro-influencer authenticity and purchase decisions and partially mediates the relationship between audience engagement and purchase decisions in both groups. The multi-group analysis indicates differences in the effects of micro-influencer authenticity on trust, audience engagement on trust, and audience engagement on purchase decisions. These findings confirm that the effectiveness of influencer marketing on TikTok depends not only on authenticity and interaction but also on the process of building consumer trust.

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