Influencer Attractiveness and Social Media Interactivity: The Mediating Role of Consumer Trust in Purchase Decisions

Piki Satriya; Ramadania; Anwar Azazi; Juniwati; Bintoro Bagus Purmono

doi:10.61987/jemr.v5i5.2937

Authors

Piki Satriya Universitas Tanjungpura
Ramadania Universitas Tanjungpura
Anwar Azazi Universitas Tanjungpura
Juniwati Universitas Tanjungpura
Bintoro Bagus Purmono Universitas Tanjungpura

DOI:

https://doi.org/10.61987/jemr.v5i5.2937

Keywords:

Influencer Attractiveness, Social Media Interactivity, Consumer Trust

Abstract

The rapid growth of TikTok has transformed digital marketing and increasingly shaped Generation Z’s purchasing behavior. Influencer attractiveness and social media interactivity can influence consumer responses, but consumer trust may determine whether these marketing stimuli are translated into purchase decisions. This study examines the effects of influencer attractiveness and social media interactivity on consumer trust and purchase decisions, as well as the mediating role of consumer trust. A quantitative causal-associative approach was employed using data from 150 Generation Z respondents selected through purposive sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results show that influencer attractiveness significantly affects consumer trust and purchase decisions, while social media interactivity also has significant positive effects on both variables. Consumer trust significantly influences purchase decisions and mediates the effects of both influencer attractiveness and social media interactivity on purchase decisions. The model explains 57.1% of the variance in consumer trust and 62.4% of the variance in purchase decisions. These findings highlight the importance of combining authentic influencer characteristics, meaningful interaction, and trust-building strategies in TikTok-based marketing.

References

Alkan, Z., & Ulas, S. (2023). Trust in Social Media Influencers and Purchase Intention: An Empirical Analysis. Online Journal of Communication and Media Technologies, 13(1), e202301. https://doi.org/10.30935/ojcmt/12783

Anapah, M. G. I., Al Musadieq, M., & Ruhana, I. (2026). Psychological Mechanisms of Employee Engagement: The Mediating Role of Job Satisfaction in the Relationship between Participative Leadership, Work–Life Balance, and the Work Environment in Cooperatives. Business and Applied Management Journal, 4(1), 145–162.

Ao, L., Bansal, R., Pruthi, N., & Khaskheli, M. B. (2023). Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis. Sustainability, 15(3), 2744. https://doi.org/10.3390/su15032744

Ashraf, A., Hameed, I., & Saeed, S. A. (2023). How Do Social Media Influencers Inspire Consumers' Purchase Decisions? The Mediating Role of Parasocial Relationships. International Journal of Consumer Studies, 47(4), 1416–1433.

Chen, Y., Qin, Z., Yan, Y., & Huang, Y. (2024). The Power of Influencers: How Does Influencer Marketing Shape Consumers' Purchase Intentions? Sustainability, 16(13), 5471. https://doi.org/10.3390/su16135471

Citra Suci, S. (2025). Developing Scientific Ethics in Early Childhood Education as a Moral Foundation for Emerging Generations. Journal of Psychological Insight, 1(2), 82–93. https://doi.org/10.61987/jpi.v1i2.779

Coutinho, M. F., Dias, Á. L., & Pereira, L. F. (2023). Credibility of Social Media Influencers: Impact on Purchase Intention. Human Technology Journal, 19(2), 220–237. https://doi.org/10.14254/1795-6889.2023.19-2.5

Dahniar, S., Anugra, W., Sakinah, A., Febrianti, W., & Hasan, M. (2023). Utilization of TikTok Shop Interactive Features and Their Impact on Consumer Purchasing Decisions. International Journal of Asian Business and Management, 2(6), 947–960. https://doi.org/10.55927/ijabm.v2i6.6891

Dina, M. Y., & Lama, A. V. (2025). Implementation of Early Syllable Games to Improve Early Childhood Reading Learning. Early Childhood Development Gazette, 2(2), 103–111.

Essa, P., Putri, K., Bagus, I., & Prianthara, T. (2026). Translating Good Governance into Patient Satisfaction : The Mediating Role of Service Quality in Indonesian Primary Healthcare. Business and Applied Management Journal, 4(2), 260–275.

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), 235.

Hasiana, I. (2024). Prevention of Sexual Violence at an Early Age: The Effectiveness of Educational Videos for Kindergarten Children. Early Childhood Development Gazette, 1(1), 12–20.

Izzah, N., Ramadhan, M., & Harahap, I. (2025). Rural Poverty in Indonesia: Insights from Maqashid Syariah and Key Determinants. Business and Applied Management Journal, 3(1), 88-100.

Jannatul Firdausiyah, R., Khomairohtusshiyamah, U., & Hassan Sain, Z. (2026). Strategic Management in Developing Inclusive Teacher Career Paths: Optimizing Potential and Performance in Educational Institutions. Journal of Psychological Insight, 2(1), 39–50. https://doi.org/10.61987/jpi.v2i1.1477

Jiang, Y., Pongsakornrungsilp, S., Pongsakornrungsilp, P., & Li, L. (2024). The Impact of Interactivity on Customer Purchase Intention in Social Media Marketing: The Mediating Role of Social Presence. TEM Journal, 13(3), 2133–2145. https://doi.org/10.18421/TEM133-41

Kim, J., Lee, H., & Park, S. (2024). Influencer Marketing in the Age of TikTok: The Roles of Trust, Interactivity, and Visual Engagement in Shaping Purchase Intentions Among Gen Z. Information, 15(12), 601. https://doi.org/10.3390/info15120601

Laksemi, A. A. A. (2024). Cooking Class Activities: Fostering Independence and Building Self-Confidence in Early Childhood. Early Childhood Development Gazette, 1(1), 31–41.

Liu, S. (2025). Exploring Purchase Intention in Online Influencer Marketing Campaigns Through an Integrated Model. SAGE Open, 15(3), 1–13. https://doi.org/10.1177/21582440251355184

Liu, X., & Zhang, L. (2024). Impacts of Different Interactive Elements on Consumers' Purchase Intention in Live Streaming E-Commerce. PLOS ONE, 19(12), e0315731. https://doi.org/10.1371/journal.pone.0315731

Mawardi, G., Hasbiyallah, H., Khoirunnisa, N., & Habibilah, F. (2025). Strategic Management of Educational Institutions: A Balanced Scorecard Perspective. Business and Applied Management Journal, 3(1), 75-87.

Melgarejo-Espinoza, R., Gonzales-Cruz, M., Chavez-Perez, J., & Iparraguirre-Villanueva, O. (2025). Impact of the TikTok Algorithm on the Effectiveness of Marketing Strategies: A Study of Consumer Behavior and Content Preferences. International Journal of Advanced Computer Science and Applications (IJACSA), 16(2), 147–156. https://doi.org/10.14569/IJACSA.2025.0160220

Migkos, S. P., Giannakopoulos, N. T., & Sakas, D. P. (2025). Impact of Influencer Marketing on Consumer Behavior and Online Shopping Preferences. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 111. https://doi.org/10.3390/jtaer20020111

Nazwa, S., Iskandar, T., & Paramole, O. C. (2025). Land Limitations and Institutional Adaptation in Early Childhood Education. Early Childhood Development Gazette, 2(2), 92–102.

Poh, S., Hasan, D. G., & Sudiyono, K. A. (2024). The Power of Social Commerce: TikTok's Impact on Gen Z Consumer Purchasing Behavior. Jurnal Manajemen dan Bisnis, 23(2), 501–515. https://doi.org/10.24123/jmb.v23i2.835

Rachman, M. A., Zhang, L., & Li, W. (2025). TikTok Shop: How Trust and Privacy Influence Generation Z's Purchasing Behaviors. Information Systems Frontiers, 27(4), 912–929. https://doi.org/10.1007/s10796-025-10456-7

Rajput, A., & Gandhi, A. (2024). The Branding Power of Social Media Influencers: An Interactive Marketing Approach. Cogent Business & Management, 11(1), 2380807.

Suryanto, A., Dadang, & Kusnandar. (2025). Monetary Policy, Liquidity, and the Risk Profitability Nexus: Evidence From Indonesian State and Private Banks. Business and Applied Management Journal, 3(2), 268–281.

Triady, G., Chandra, K., Arfandy, R. A., Laurens, F., & Erwin, E. (2025). Z-Shopping Fever: Mengupas Pengaruh Magis Live Streaming TikTok terhadap Purchase Intention Produk Fashion yang Diperkuat oleh Customer Engagement. JIMEA: Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi), 9(2), 2223–2242. https://doi.org/10.55541/jimea.v9i2.2025

Ulfa, M., & Hina, S. (2025). The Role of Artificial Intelligence (AI) in Improving the Quality of Education in Early Childhood Education Programs. Indonesian Journal of Progressive Pedagogy, 1(1), 49–59.

Ulum, B., Halili, H., Filastin, W. F., & Aisyah, S. (2025). Beyond Spiritual Authority: Revitalising Charismatic Leadership for Economic Independence in Indonesian Pesantrens. Business and Applied Management Journal, 3(2), 252–267.

Wahyudin, A., Prabowo, S. L., Octaberlina, L. R., Furqon, M., & Cahyani, O. D. (2025). Digital Public Relations in Islamic Boarding Schools: The SANtren Pro-Media Model for Value-Governed Stakeholder Engagement. JUMPA: Jurnal Manajemen Pendidikan, 6(2), 453–468.

Wijaya, K. S. (2023). The Influence of Brand Image and Trust on Purchase Decisions in TikTok Shop. Journal of Research in Social Science and Management (JRSSEM), 3(1), 1–13. https://doi.org/10.59141/jrssem.v3i01.516

Wu, M. H. (2026). How Influencer Attractiveness and Expertise Shape Consumer Responses Through Parasocial Interaction and Trust. Computers, 15(4), 250.

Yakubu, M. A., Sain, Z. H., Lawal, U. S., Arif, M., & Hakim, R. (2025). Student Perceptions of Artificial Intelligence as a Virtual Tutor and Its Relation to Self-Efficacy in Learning. Indonesian Journal of Progressive Pedagogy, 01(01), 1–11. https://doi.org/10.61987/ijpp.v1i1.631

Zahroh, E. A., & Furqon, M. (2025). Social Construction of FOMO (Fear of Missing Out) for Psychological Well-Being Among Generation Z. Journal of Psychological Insight, 1(1), 41–50.

Zhao, X., Xu, Z., Ding, F., & Li, Z. (2024). The Influencers' Attributes and Customer Purchase Intention: The Mediating Role of Customer Attitude Toward Brand. SAGE Open, 14(2), 1–13. https://doi.org/10.1177/21582440241250122

Zhou, R., & Baskaran, A. (2025). Influencing Mechanisms of Live Streaming Influencer Characteristics on Purchase Intention: The Mediating Role of Emotional Trust. PLOS ONE, 20(4), e0322294.