Analisis Pengaruh Influencer, Message dan Media Credibility Terhadap Urge To Buy Impulsively Melalui Trust In Branded Posts di Tiktok Pada Konsumen F&B Gen Z

Risma, Risma (2026) Analisis Pengaruh Influencer, Message dan Media Credibility Terhadap Urge To Buy Impulsively Melalui Trust In Branded Posts di Tiktok Pada Konsumen F&B Gen Z. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri food and beverage (F&B) di Indonesia berkembang pesat dan menjadi salah satu sektor F&B terbesar di Asia Tenggara, seiring meningkatnya penggunaan TikTok yang menjadikan pemasaran melalui influencer strategi utama menjangkau konsumen Generasi Z (Gen Z). Namun, penelitian terdahulu belum banyak mengkaji bagaimana influencer credibility, message credibility, dan media credibility secara bersama-sama memengaruhi urge to buy impulsively (UBI) pada konsumen F&B Gen Z, khususnya melalui mekanisme kepercayaan dan kesadaran terhadap taktik persuasi padahal pemahaman ini penting bagi efektivitas strategi pemasaran influencer di industri F&B. Penelitian ini bertujuan menganalisis pengaruh influencer, message, dan media credibility terhadap UBI melalui trust in branded posts sebagai mediator, serta peran persuasion knowledge sebagai moderator pada hubungan trust in branded posts dan UBI, dengan signaling theory sebagai landasan teoritis. Penelitian menggunakan pendekatan kuantitatif dengan metode CB-SEM melalui SmartPLS 4, dengan data dikumpulkan melalui kuesioner dari responden Gen Z di berbagai provinsi di Indonesia yang aktif menggunakan TikTok dan pernah terpapar konten F&B di platform tersebut. Hasil penelitian menunjukkan bahwa seluruh hipotesis yang diajukan didukung secara empiris, ketiga variabel kredibilitas berpengaruh positif signifikan terhadap trust in branded posts, yang selanjutnya terbukti memediasi pengaruhnya terhadap UBI. Temuan menarik ditemukan pada peran moderasi persuasion knowledge, yang justru memperkuat bukan melemahkan hubungan antara trust in branded posts dan UBI, mengindikasikan bahwa kesadaran konsumen Gen Z terhadap taktik persuasi tidak serta-merta menurunkan dorongan pembelian impulsif terhadap konten F&B yang bersifat hedonic dan low-risk. Penelitian ini berkontribusi secara teoritis dengan mengonfirmasi relevansi Signaling Theory dalam konteks pemasaran influencer di Indonesia, serta memberikan panduan praktis bagi pelaku usaha F&B dalam merancang strategi pemasaran influencer yang lebih efektif dan tepat sasaran bagi konsumen Gen Z.
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The food and beverage (F&B) industry in Indonesia has grown rapidly, making it one of the largest F&B sectors in Southeast Asia, alongside the increasing use of TikTok, which has made influencer marketing a key strategy for reaching Generation Z (Gen Z) consumers. However, prior research has not extensively examined how influencer credibility, message credibility, and media credibility collectively influence the urge to buy impulsively (UBI) among F&B Gen Z consumers, particularly through the mechanisms of trust and awareness of persuasive tactics despite this understanding being essential to the effectiveness of influencer marketing strategies in the F&B industry. This study aims to analyze the influence of influencer, message, and media credibility on UBI through trust in branded posts as a mediator, as well as the role of persuasion knowledge as a moderator in the relationship between trust in branded posts and UBI, using signaling theory as the theoretical foundation. The study employs a quantitative approach with the CB-SEM method via SmartPLS 4, with data collected through questionnaires from Gen Z respondents across various provinces in Indonesia who actively use TikTok and have been exposed to F&B content on the platform. The results show that all proposed hypotheses were empirically supported, the three credibility variables each have a significant positive effect on trust in branded posts, which in turn was found to mediate their influence on UBI. A notable finding emerged regarding the moderating role of persuasion knowledge, which strengthened rather than weakened the relationship between trust in branded posts and UBI, indicating that Gen Z consumers awareness of persuasive tactics does not necessarily reduce impulsive buying urges toward hedonic, low-risk F&B content. This study contributes theoretically by confirming the relevance of Signaling Theory in the context of influencer marketing in Indonesia, and provides practical guidance for F&B businesses in designing more effective and targeted influencer marketing strategies for Gen Z consumers.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Generasi Z, Influencer Credibility, Media Credibility, Message Credibility, Persuasion Knowledge, Trust in Branded Posts, Urge to Buy Impulsively, Generation Z, Influencer Credibility, Media Credibility, Message Credibility, Persuasion Knowledge, Trust in Branded Posts, Urge to Buy Impulsively.
Subjects:	H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Risma Risma
Date Deposited:	31 Jul 2026 09:45
Last Modified:	31 Jul 2026 09:45
URI:	http://repository.its.ac.id/id/eprint/140513

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