Staff View: TikTok influencers’ credibility and its impact on local cosmetic purchase intention / Bernadine Adel Sitorus, Sylvia Nabila Azwa Ambad and Cynthia Robert Dawayan

TikTok influencers’ credibility and its impact on local cosmetic purchase intention / Bernadine Adel Sitorus, Sylvia Nabila Azwa Ambad and Cynthia Robert Dawayan

Influencer marketing has become a highly profitable strategy in today’s marketing landscape, with TikTok emerging as a significant platform influencing consumer behaviour. This study examines the impact of TikTok influencers on the Malaysian cosmetic industry, focusing on credibility traits (i.e., t...

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Main Authors:	Sitorus, Bernadine Adel, Azwa Ambad, Sylvia Nabila, Robert Dawayan, Cynthia
Format:	Article
Language:	English
Published:	Universiti Teknologi MARA, Perlis 2024
Subjects:	Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Online Access:	https://ir.uitm.edu.my/id/eprint/101018/1/101018.pdf https://ir.uitm.edu.my/id/eprint/101018/ https://myjms.mohe.gov.my/index.php/intelek/index
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id	my.uitm.ir.101018
record_format	eprints
spelling	my.uitm.ir.1010182024-09-10T18:15:18Z https://ir.uitm.edu.my/id/eprint/101018/ TikTok influencers’ credibility and its impact on local cosmetic purchase intention / Bernadine Adel Sitorus, Sylvia Nabila Azwa Ambad and Cynthia Robert Dawayan jurnalintelek Sitorus, Bernadine Adel Azwa Ambad, Sylvia Nabila Robert Dawayan, Cynthia Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Influencer marketing has become a highly profitable strategy in today’s marketing landscape, with TikTok emerging as a significant platform influencing consumer behaviour. This study examines the impact of TikTok influencers on the Malaysian cosmetic industry, focusing on credibility traits (i.e., trustworthiness, expertise, and attractiveness) and their influence on consumers’ purchase decisions. Using a quantitative approach, data were collected via an online Google Form survey targeting female TikTok users aged 18 to 34, who are currently residing in the Greater Kota Kinabalu area. The study adjusts established measurement items for TikTok and analysed data using SmartPLS 4.0. Results indicate that the trustworthiness and attractiveness of TikTok influencers positively affect consumers’ intention to purchase local cosmetics, while expertise shows no significant impact, possibly due to the target audience’s age and familiarity with cosmetics. These findings have practical implications for cosmetic brands, highlighting the importance of trustworthiness and physical attractiveness in influencer endorsements, thus offering valuable insights for the cosmetic industry. Universiti Teknologi MARA, Perlis 2024-08 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/101018/1/101018.pdf TikTok influencers’ credibility and its impact on local cosmetic purchase intention / Bernadine Adel Sitorus, Sylvia Nabila Azwa Ambad and Cynthia Robert Dawayan. (2024) Jurnal Intelek <https://ir.uitm.edu.my/view/publication/Jurnal_Intelek/>, 19 (2): 10. pp. 121-132. ISSN 2682-9223 https://myjms.mohe.gov.my/index.php/intelek/index
institution	Universiti Teknologi Mara
building	Tun Abdul Razak Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Teknologi Mara
content_source	UiTM Institutional Repository
url_provider	http://ir.uitm.edu.my/
language	English
topic	Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
spellingShingle	Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Sitorus, Bernadine Adel Azwa Ambad, Sylvia Nabila Robert Dawayan, Cynthia TikTok influencers’ credibility and its impact on local cosmetic purchase intention / Bernadine Adel Sitorus, Sylvia Nabila Azwa Ambad and Cynthia Robert Dawayan
description	Influencer marketing has become a highly profitable strategy in today’s marketing landscape, with TikTok emerging as a significant platform influencing consumer behaviour. This study examines the impact of TikTok influencers on the Malaysian cosmetic industry, focusing on credibility traits (i.e., trustworthiness, expertise, and attractiveness) and their influence on consumers’ purchase decisions. Using a quantitative approach, data were collected via an online Google Form survey targeting female TikTok users aged 18 to 34, who are currently residing in the Greater Kota Kinabalu area. The study adjusts established measurement items for TikTok and analysed data using SmartPLS 4.0. Results indicate that the trustworthiness and attractiveness of TikTok influencers positively affect consumers’ intention to purchase local cosmetics, while expertise shows no significant impact, possibly due to the target audience’s age and familiarity with cosmetics. These findings have practical implications for cosmetic brands, highlighting the importance of trustworthiness and physical attractiveness in influencer endorsements, thus offering valuable insights for the cosmetic industry.
format	Article
author	Sitorus, Bernadine Adel Azwa Ambad, Sylvia Nabila Robert Dawayan, Cynthia
author_facet	Sitorus, Bernadine Adel Azwa Ambad, Sylvia Nabila Robert Dawayan, Cynthia
author_sort	Sitorus, Bernadine Adel
title	TikTok influencers’ credibility and its impact on local cosmetic purchase intention / Bernadine Adel Sitorus, Sylvia Nabila Azwa Ambad and Cynthia Robert Dawayan
title_short	TikTok influencers’ credibility and its impact on local cosmetic purchase intention / Bernadine Adel Sitorus, Sylvia Nabila Azwa Ambad and Cynthia Robert Dawayan
title_full	TikTok influencers’ credibility and its impact on local cosmetic purchase intention / Bernadine Adel Sitorus, Sylvia Nabila Azwa Ambad and Cynthia Robert Dawayan
title_fullStr	TikTok influencers’ credibility and its impact on local cosmetic purchase intention / Bernadine Adel Sitorus, Sylvia Nabila Azwa Ambad and Cynthia Robert Dawayan
title_full_unstemmed	TikTok influencers’ credibility and its impact on local cosmetic purchase intention / Bernadine Adel Sitorus, Sylvia Nabila Azwa Ambad and Cynthia Robert Dawayan
title_sort	tiktok influencers’ credibility and its impact on local cosmetic purchase intention / bernadine adel sitorus, sylvia nabila azwa ambad and cynthia robert dawayan
publisher	Universiti Teknologi MARA, Perlis
publishDate	2024
url	https://ir.uitm.edu.my/id/eprint/101018/1/101018.pdf https://ir.uitm.edu.my/id/eprint/101018/ https://myjms.mohe.gov.my/index.php/intelek/index
_version_	1811598187524259840
score	13.211869

TikTok influencers’ credibility and its impact on local cosmetic purchase intention / Bernadine Adel Sitorus, Sylvia Nabila Azwa Ambad and Cynthia Robert Dawayan

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