How Influencer Credibility and Consumer Trust Shape Cosmetic Purchase Decisions Among Generation Z TikTok Users

Purpose – This study aims to examine the effects of influencer credibility and consumer trust on cosmetic purchase decisions among Generation Z TikTok users in Denpasar City. Design/Methodology/Approach – This study employed a quantitative associative research design. The population consisted of Generation Z TikTok users in Denpasar City who had purchased cosmetic products. A total of 260 respondents were selected using purposive sampling. Data were collected through a structured Likert-scale questionnaire and analyzed using multiple linear regression. Findings – The findings demonstrate that influencer credibility and consumer trust each have positive and significant effects on cosmetic purchase decisions, both partially and simultaneously, among Generation Z TikTok users in Denpasar City. Originality/Value – The study contributes to the literature by providing empirical evidence on the combined roles of influencer credibility and consumer trust in explaining Generation Z’s cosmetic purchase decisions on TikTok, a context that remains relatively underexplored in previous research. The findings also provide practical implications for cosmetic companies to develop effective influencer marketing strategies by collaborating with credible influencers and strengthening consumer trust to enhance purchase decisions.