THE INFLUENCE OF INFLUENCER MARKETING AND FASHION TRENDS ON PURCHASE DECISIONS THROUGH CONSUMER TRUST IN THE TIKTOK SHOP APPLICATION AMONG GENERATION Z IN PALU CITY
Published:
2026-07-20Downloads
Abstract
This study aims to analyze the influence of Influencer Marketing and Fashion Trends on Purchasing Decisions through Consumer Trust on the TikTok Shop application among Generation Z in Palu City. The study uses a quantitative approach with an associative research type. The study population is Generation Z in Palu City who have made purchases through TikTok Shop. The research sample consisted of 112 respondents selected using a purposive sampling technique. Data collection was carried out by distributing questionnaires with a five-point Likert scale. Data analysis used Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the help of SmartPLS 4.0 software. The results of the study indicate that Influencer Marketing has a positive and significant effect on Consumer Trust and Purchasing Decisions. Fashion Trends also have a positive and significant effect on Consumer Trust and Purchasing Decisions. In addition, Consumer Trust has a positive and significant effect on Purchasing Decisions. The results of the mediation test indicate that Consumer Trust is able to mediate the influence of Influencer Marketing and Fashion Trends on Purchasing Decisions. The findings of this study indicate that the better the influencer marketing strategy and the higher the product's suitability to fashion trends, the higher consumer trust will be, which ultimately increases purchasing decisions on the TikTok Shop application among Generation Z in Palu City.
Keywords:
Influencer Marketing Fashion Trends Consumer Trust Purchase Decisions TikTok Shop.References
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Alfian, R. A., & Abidin, Z. (2026). The Effect of TikTok Social Media Influencer Credibility on Consumer Trust and Its Impact on Product Purchase Intention. 7(October 2025), 162–182.
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Arif Sudaryana, Santi Lila Erlanggi, & Pradita Nindya Aryandha. (2025). Consumer Trust as the Key: Analysis of Its Influence on Online Purchase Interest in the Marketplace. UPY Business and Management Journal (UMBJ), 4(2), 190–199. https://doi.org/10.31316/ubmj.v4i2.7914
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Udayana, I. B. N., & Pramana, A. (2019). Building Consumer Trust to Increase Purchase Intention. Journal of Management and Entrepreneurship, 7(2), 112–123.
Valencia, L. F., Anggia, F., Kristian, B., Ittaqullah, N., Manajemen, J., Oleo, U. H., & Pembelian, K. (2026). PENGARUH INOVASI PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA LIPSTIK HANASUI ( STUDI KASUS MAHASISWI UNIVERSITAS HALU OLEO ). 3(1), 283–296.
Afrilia, V., Zulaihati, S., & Kismayanti Respati, D. (2025). Ekopedia : Jurnal Ilmiah Ekonomi. Jurnal Ilmiah Ekonomi, 1(2), 450–458.
Alfian, R. A., & Abidin, Z. (2026). The Effect of TikTok Social Media Influencer Credibility on Consumer Trust and Its Impact on Product Purchase Intention. 7(October 2025), 162–182.
Alfifto. (2024). Statistika Penelitian : Konsep dan Kasus.
Arif Sudaryana, Santi Lila Erlanggi, & Pradita Nindya Aryandha. (2025). Consumer Trust as the Key: Analysis of Its Influence on Online Purchase Interest in the Marketplace. UPY Business and Management Journal (UMBJ), 4(2), 190–199. https://doi.org/10.31316/ubmj.v4i2.7914
Athaya, F. H., & Irwansyah. (2021). Memahami Influencer Marketing Kajian literatur dalam Variabel Penting Bagi Influencer.
Della, D. (2021). Peran media sosial dalam mempengaruhi orientasi kewirausahaan. Forum Ekonomi, 23(4), 708–713. https://doi.org/10.30872/jfor.v23i4.10163
Dewi, L., Ningsih, R., & Nurhayaty, E. (2026). Pengaruh Gaya Hidup , Trend Fashion , dan Online Customer Review terhadap Keputusan Pembelian Produk Ecinos di Tiktok Shop pada Generasi Z Jakarta Timur. 5(1), 7941–7949.
Garg, M., & Bakshi, A. (2024). Exploring the impact of beauty vloggers’ credible attributes, parasocial interaction, and trust on consumer purchase intention in influencer marketing. Humanities and Social Sciences Communications, 11(1), 1–14. https://doi.org/10.1057/s41599-024-02760-9
Hair Jr et al. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook (p. 197). Springer Nature. In Structural Equation Modeling: A Multidisciplinary Journal (Vol. 30, Number July).
Journal, I. I., & Economics, S. (2026). THE ROLE OF INFLUENCER CREDIBILITY AND ELECTRONIC WORD OF. 9(2), 15703–15719.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management. Pearson Education Limited.
Lubis, N. (2021). Pengaruh Trend Fashion Promosi Terhadap Keputusan Pembelian Produk Fashion Pada Mahasiswa program studi Ekonomi Syariah IAIN.
Mahardika, bunga salwa, & Sholahuddin, M. (2025). the Influence of Influencer Credibility and Online. 5(2), 2264–2281.
Mahardini, S., Singal, V. G., & Hidayat, M. (n.d.). PENGARUH CONTENT MARKETING DAN INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN PADA PENGGUNA APLIKASI TIK-TOK DI WILAYAH. 6(1), 180–187.
Maryanti, W. (2023). Analisis penggunaan fitur tiktok shop terhadap perilaku konsumtif generasi z kota Palopo. Skripsi, 1–104.
Nuraeni Yuni Siti, & Irawati, D. (2025). Procuratio : Jurnal Ilmiah Manajemen Procuratio : Jurnal Ilmiah Manajemen. Charli Ones Chintya,Putri Intan Permata Sari Dkk., 7(2), 152–164.
Permana, E., Rafi, M., Prasetia, P., Falah, M. R., & Wijaya, A. M. (2025). Analisis Keputusan Pembelian Konsumen saat Live Shopping pada Platform TikTok Produk Fashion. 2.
Pratama, G., Millah, F., Aeni, F., Rokhmatullah, L., Atikah, N., & Asyarofah, W. (n.d.). PENGARUH PERILAKU KONSUMTIF TERHADAP TREND FASHION STUDI KASUS MAHASISWI CIAYUMAJAKUNING. 13(1), 2023.
Putu Tita Marsya, N., & Irma Yunita, P. (2025). Mediasi Customer Trust Terhadap Keputusan Pembelian Skincare di TikTok Shop: Pengaruh Influencer Marketing dan Perceived Usefulness. Journal of Accounting and Finance Management, 6(5), 2607–2614. https://doi.org/10.38035/jafm.v6i5.2775
Siburian, C. F. (2025). PENGARUH INFLUENCER MARKETING DAN TREND FASHION APLIKASI TIKTOK SHOP DIKALANGAN GENERASI Z SKRIPSI OLEH : CHINTIA FEBRIYANI SIBURIAN FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS MEDAN AREA MEDAN Diajukan sebagai Salah Satu Syarat untuk Memperoleh Gelar Sarjana.
Sugiyono. (2023). metode penelitian kuantitatif kualitatif dan R&D. In Proceedings of the National Academy of Sciences (Vol. 3, Number 1). ALFABETA.
Udayana, I. B. N., & Pramana, A. (2019). Building Consumer Trust to Increase Purchase Intention. Journal of Management and Entrepreneurship, 7(2), 112–123.
Valencia, L. F., Anggia, F., Kristian, B., Ittaqullah, N., Manajemen, J., Oleo, U. H., & Pembelian, K. (2026). PENGARUH INOVASI PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA LIPSTIK HANASUI ( STUDI KASUS MAHASISWI UNIVERSITAS HALU OLEO ). 3(1), 283–296.
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