The Influence of TikTok Influencers on Consumer Purchase Intention: A Case Study on TikTok Shop Users

This study is motivated by the phenomenon of digital marketing using influencers on TikTok with the aim of knowing whether trust, subjective norms, influence attitudes towards influencers, and whether attitudes towards influencers have a positive effect on purchase intentions at TikTok Shop. This research is quantitative research. There are 200 research samples taken using the convenience sampling method and measured using PLS-SEM method. The sample data used comes from TikTok users in Indonesia who use TikTok Shop. There are three hypotheses in this study and both hypotheses are accepted. However, Attitude Toward Influencers does not have a positive effect on Purchase Intention. This research is expected to provide insight for marketers and business people in designing effective marketing strategies in e-commerce, especially at Tiktok Shop.