PERAN KREDIBILITAS INFLUENCER TIKTOK TERHADAP KEPERCAYAAN DAN KEPUTUSAN PEMBELIAN KONSUMEN

Abstract

The rapid growth of social media has transformed digital marketing practices and consumer behavior in obtaining product information. TikTok has become one of the most widely used platforms for product promotion through influencers. Influencer credibility, which consists of expertise, trustworthiness, and attractiveness, is considered capable of building consumer trust and influencing purchasing decisions. This study aims to analyze the role of TikTok influencer credibility on consumer trust and purchasing decisions. The research employed a qualitative approach using a descriptive method. Data were collected through interviews, observations, and documentation involving TikTok users who had watched influencer promotional content and made purchases based on the recommendations provided. Data analysis was conducted using the Miles and Huberman model, which includes data reduction, data display, and conclusion drawing. The findings indicate that TikTok influencer credibility plays a significant role in building consumer trust. The aspects of expertise, honesty, and attractiveness are the main factors that enhance consumers' confidence in product information. The trust established through influencer credibility subsequently affects consumers' purchasing decisions. The higher the credibility of an influencer, the greater the level of consumer trust and the likelihood of making a purchase. This study concludes that TikTok influencer credibility has a strategic role in increasing consumer trust and encouraging purchasing decisions in digital marketing activities.