The Effect of Celebrity Endorsement on Gen Z Purchase Intention Through TikTok Social Commerce with Consumer Perception of Quality as a Mediating Variable
Keywords:
celebrity endorsement, purchase intention, consumer perception of quality, social commerceAbstract
This study aims to explore the influence of celebrity endorsement and social influence on Generation Z's purchase intention on the TikTok social commerce platform, focusing on the attributes of celebrity attractiveness, familiarity, and trustworthiness, as well as the relevance of real-time content in shaping purchase behavior. The study was conducted in Greater Solo, Indonesia, with a sample size of 230 respondents selected through purposive sampling. Data were collected using a questionnaire with 23 indicators measured using a Likert scale and semantic differential. Data analysis used the Partial Least Square (PLS) method. The results showed that celebrity endorsement has a positive and significant effect on purchase intention. In addition, consumer perceptions of quality mediate the relationship between celebrity endorsement and purchase intention. Based on these findings, companies are advised to select celebrities who have appeal, familiarity, and a high level of trust among Generation Z, and utilize interactive and real-time content on TikTok. The integration of promotional activities that directly drive purchases through social commerce features is also important to build positive perceptions and lead Generation Z towards purchase decisions.
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