Pengaruh Kredibilitas Tasya Farasya sebagai Digital Influencer terhadap Keputusan Gen-Z Membeli Produk Mother of Pearl melalui Platform TikTok
Abstrak
Penelitian ini bertujuan untuk menganalisis pengaruh kredibilitas Tasya Farasya sebagai digital influencer terhadap keputusan pembelian produk Mother of Pearl oleh Generasi Z melalui platform TikTok. Fenomena meningkatnya efektivitas promosi digital melalui influencer menjadi dasar penting penelitian ini, mengingat Generasi Z merupakan kelompok konsumen yang sangat aktif di media sosial dan cenderung mempercayai opini publik figur digital. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 97 responden Generasi Z pengguna TikTok yang pernah melihat konten promosi Tasya Farasya mengenai produk Mother of Pearl. Analisis data dilakukan menggunakan uji validitas, reliabilitas, dan regresi linier berganda melalui aplikasi SPSS versi 26. Hasil penelitian menunjukkan bahwa kredibilitas influencer yang terdiri dari dimensi keahlian (expertise), kepercayaan (trustworthiness), dan daya tarik (attractiveness) berpengaruh positif dan signifikan terhadap keputusan pembelian. Dengan demikian, semakin tinggi kredibilitas influencer dalam menyampaikan konten, semakin besar pula pengaruhnya terhadap keputusan pembelian konsumen Generasi Z. Kata kunci: Kredibilitas Influencer, Keputusan Pembelian, TikTok, Generasi Z, Mother of Pearl
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