Pengaruh Pengaruh Konten Promsi Tiktok dan Trustworthiness Influencer terhadap Minat Membeli Gen Z pada Unit Usaha Mikro Street Food Halal di Kota Surabaya

Maulana Alivio Biyan Soffat; Ahmad Ajib Ridlwan

doi:10.29040/jiei.v12i5.20676

Authors

Maulana Alivio Biyan Soffat Universitas Negeri Surabaya, Indonesia
Ahmad Ajib Ridlwan Universitas Negeri Surabaya, Indonesia

DOI:

https://doi.org/10.29040/jiei.v12i5.20676

Keywords:

Generation Z, Halal Street Food Influencer Trustworthiness, Purchase Intention, TikTok Influencer Content

Abstract

This study examines the influence of TikTok influencer content and influencer trustworthiness on Generation Z's purchase intention toward halal street food products offered by micro-business units in Surabaya, both partially and simultaneously. This study employed a quantitative approach using purposive sampling. Data were collected through questionnaires distributed to 126 Generation Z respondents who were active TikTok users and resided in Surabaya. The data were analyzed using multiple linear regression, including partial tests (t-test), simultaneous tests (F-test), and the coefficient of determination (R²). The results showed that TikTok influencer content had a positive and significant effect on purchase intention. Influencer trustworthiness also had a positive and significant effect on purchase intention. Furthermore, both variables simultaneously had a positive and significant effect on purchase intention, with a coefficient of determination of 49.1%. These findings indicate that content quality and trust in influencers play an important role in shaping Generation Z's purchase intention toward halal street food products.

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