The Effect of TikTok Influencer in Increasing Consumer Trust Toward Purchase Decisions at Shopee

Abstract

Consumer purchasing decisions are influenced by various factors. Typically, consumers navigate several steps in online transactions before deciding to buy a product. Influencer marketing plays a key role in this process. This study examines how TikTok influencers can boost consumer trust and affect purchasing decisions on Shopee, focusing on Batam City's population. Using a quantitative approach with Structural Equation Modeling-Partial Least Squares (SEM-PLS) for analysis, the research sampled one hundred respondents through purposive sampling. The analysis methods include Outer Loading, Inner Loading, Path Analysis, and Hypothesis Testing. Results indicate that TikTok influencers positively impact consumer trust, which significantly mediates purchase decisions. Additionally, influencer marketing directly enhances purchase decisions.