Mirnawati, Leni (2026) Pengaruh Social Commerce Ads dan Influencer Marketing Terhadap Minat Beli Produk Skincare Merk Skintific Di Tiktok Dengan Trust Sebagai Variabel Mediasi Pada Gen Z Di Malang. Masters thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of Social Commerce Ads and Influencer Marketing on purchase intention toward Skintific skincare products among Generation Z in Malang City, with Trust as a mediating variable. This study employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to respondents who met the criteria as Generation Z in Malang City and were aware of or had been exposed to Skintific product marketing through the TikTok platform. The data were analyzed using Structural Equation Modeling–Partial Least Square (SEM-PLS) to examine both direct and indirect relationships among the research variables. The results show that Social Commerce Ads do not have a significant direct effect on purchase intention toward Skintific skincare products among Generation Z in Malang City. Furthermore, Influencer Marketing also does not have a significant direct effect on purchase intention. These findings indicate that exposure to social commerce advertisements and influencer recommendations alone is not sufficient to directly generate consumers’ purchase intention. Furthermore, the results show that Trust has a positive and significant effect on purchase intention, indicating that consumers’ confidence in product quality, brand credibility, and the ability of the brand to meet consumer expectations plays an important role in encouraging purchase intention. The mediation analysis reveals that Trust mediates the relationship between Social Commerce Ads and purchase intention, as well as the relationship between Influencer Marketing and purchase intention. These findings indicate that digital marketing activities through TikTok become more effective when they are able to build consumer trust before encouraging purchase intention. Therefore, Trust plays an important role as a mechanism that links digital marketing strategies with consumer behavior toward Skintific skincare products among Generation Z in Malang City. Keywords: Social Commerce Ads, Influencer Marketing, Trust, Purchase Intention, Skintific, Generation
| Item Type: | Thesis (Masters) | ||||||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HA Statistics H Social Sciences > HB Economic Theory H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic and Business > Magister Management | ||||||||||||
| Depositing User: | Leni Leni Mirnawati | ||||||||||||
| Date Deposited: | 30 Oct 2026 08:05 | ||||||||||||
| Last Modified: | 30 Oct 2026 08:09 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/61201 |
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