Purchase Intention di Era TikTok : Peran Trust dalam Pengaruh Online Customer Review dan Social Media Influencer Terhadap Produk Sunscreen The Originote Pada Gen Z di Surabaya

Abstract

The research shows to examine the influence of Online Customer Reviews and Social Media Influencers on Purchase Intention for The Originote sunscreen products, with Trust as a mediator among Gen Z TikTok users in Surabaya. This research uses a quantitative approach involving 96 respondents through purposive sampling and is analyzed using PLS-SEM. The study reveals that Online Customer Reviews and Social Media Influencers generate a favorable and significant effect on Purchase Intention, and Trust mediates both relationships. These findings indicate that Gen Z actively uses digital marketing as an information source, where trust in honest and non-manipulative reviews is a crucial factor in shaping purchase intentions. This study is limited by its geographic scope and the lack of detailed exploration of influencer characteristics. For Gen Z consumers, it is recommended to be more selective when evaluating reviews and content on TikTok. Meanwhile, companies are advised to build a positive image on TikTok to foster audience trust. Future researchers are encouraged to explore variables such as cognitive behavior in the context of digital consumer behavior.