Pengaruh Kredibilitas Nano Influencer di TikTok terhadap Minat Pembelian (Purchase Intention) Produk Lokal di Kalangan Gen Z

Abstract

This study aims to examine the influence of nano influencer credibility—comprising the dimensions of Attractiveness, Trustworthiness, and Expertise—on the purchase intention of local products among Generation Z. A quantitative approach was employed using multiple linear regression analysis on data collected from 85 Gen Z social media users who follow nano influencers. The analysis shows that all three credibility dimensions have a positive and significant partial effect on purchase intention. Collectively, these variables explain 45.9% of the variation in Gen Z’s purchase intention. These findings emphasize that visual appeal, perceived honesty, and influencer expertise all play important roles in driving interest in purchasing local products. From a practical perspective, marketers are advised to be selective in choosing nano influencers with an optimal combination of these credibility attributes and to promote authentic and educational content. Future research is encouraged to include mediating variables such as brand image or emotional engagement, as well as moderating variables like product involvement, and to employ experimental or longitudinal designs to strengthen causal evidence. This study also reinforces the relevance of source credibility theory in the context of nano influencers and young consumer behavior.