THE INFLUENCE OF INFLUENCER’S CREDIBILITY ON BRAND AWARENESS AMONG GENERATION Z THROUGH TIKTOK PLATFORM

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.