Abstract:
Influencers have emerged as a strong tool in modern marketing, particularly on
platforms such as TikTok, which are popular with Generation Z. This study uses
TikTok to investigate the influence of influencer’s credibility on brand awareness and
purchasing decision among Generation Z. The study focuses on three independent
variables: Influencer’s Credibility, Content Marketing, and customer awareness, all
of which are thought to have a significantly impact on purchasing decisions.
Questionnaires distributed via Google Forms were used to collect data, which was
then analysed using Structural Equation Modelling (SEM) with Smart PLS 4.0.
There were 262 respondents. The study is based on five hypotheses: Influencer’s
Credibility have a significant impact on Customer Awareness, Content Marketing
significantly influences Customer Awareness, Influencer’s Credibility have an
insignificant impact on Purchasing Decision Content Marketing has a significant
impact on Purchasing Decisions, and Customer Awareness significantly influences
Purchasing Decisions. The findings indicate that Influencer’s Credibility and
Content Marketing significantly and positively influence Customer Awareness,
which in turn has a significantly impact on Purchasing Decisions. The results
underscore the importance of leveraging influencers and effective content
marketing strategies to enhance brand awareness and drive purchasing decisions
among Generation Z on social media platforms like TikTok.
