The Effect of Content Quality and Influencer Credibility on Product Perception and its Impact on Gen Z's Buying Interest in TikTok Shop (Case Study on Students of the Faculty of Economics, State University of Jakarta)

Abstract

The development of digital technology and the increasing use of social media, particularly TikTok, have changed the way Generation Z accesses information and makes purchasing decisions. This study aims to analyze the influence of content quality and influencer credibility on Generation Z's product perception and purchasing interest on the TikTok Shop platform. The method used is quantitative with a survey approach through an online questionnaire distributed to 100 active students from the Faculty of Economics and Business at the University of Jakarta who are TikTok users and have shopped on TikTok Shop. Data analysis was conducted using SmartPLS to test validity, reliability, and relationships between variables. The results of the study indicate that digital content quality has a significant influence on product perception and purchase intent. Influencer credibility also significantly influences purchase intent but does not affect product perception. Meanwhile, product perception does not significantly influence purchase intent, and the indirect influence of content quality and influencer credibility through product perception on purchase intent is also not significant. These findings confirm that Generation Z's purchasing behavior is more directly influenced by the appeal of content and influencer credibility, reflecting the tendency toward impulse buying in the social media era.