Abstract:
This study aims to deeply analyze how influencer credibility, measured through the
factors of Trustworthiness, Expertise, and Attractiveness, influences Consumer Trust
in Wardah products among Generation Z. Using a targeted purposive sampling
technique, a survey was conducted on 101 Generation Z respondents with experience
as consumers of Wardah products. The results of the multiple linear regression analysis
show that Expertise was proven to have a significant and positive influence on
consumer trust. In contrast, Trustworthiness and Attractiveness did not show a
significant partial influence. Simultaneously, the three independent variables were able
to explain 45.3% of the variation in consumer trust, which is reflected in the coefficient
of determination (R2) value of 0.453. The largest effect size (F2) was found in the
Expertise variable at 0.351, followed by Attractiveness at 0.012, and Trustworthiness
at 0.008. These findings confirm that for Gen Z, an influencer's expertise and in-depth
knowledge are key elements in building trust, surpassing mere honesty or physical
appeal. An increase in trust can be achieved by collaborating with influencers who can
provide informative and substantive content, thereby meeting the needs of Gen Z who
seek authenticity and tangible evidence in every recommendation.
