Pengaruh Influencer Marketing, Citra Merek dan Kepercayaan terhadap Minat Beli produk sunscreen Azarine pada pengguna TikTok Shop Generasi Z di Kecamatan Musuk
DOI:
https://doi.org/10.55606/jumbiku.v6i2.7635Keywords:
Brand Image, Influencer Marketing, Purchase Intention, TikTok Shop, TrustAbstract
This study aims to analyze the influence of influencer marketing, brand image, and trust on the purchase intention of Azarine sunscreen products among Generation Z TikTok Shop users in Musuk District. This research employed a quantitative approach using a survey method involving 106 respondents selected through purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS software.
The results show that influencer marketing, brand image, and trust positively and significantly influence purchase intention, both individually and simultaneously. The coefficient of determination (R²) of 0.643 indicates that 64.3% of the variation in purchase intention is explained by these variables, while 35.7% is attributed to other factors outside the scope of this study.
The study concludes that influencer marketing, brand image, and trust are important factors in increasing consumers’ purchase intention toward Azarine sunscreen products among Generation Z TikTok Shop users in Musuk District. Therefore, companies and marketers should pay attention to these factors to enhance consumers’ purchase intention.
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