THE IMPACT OF TIKTOK CONTENT AND INFLUENCER MARKETING ON GENERATION Z BRAND TRUST AND CUSTOMER LOYALTY IN THE E-COMMERCE (CASE STUDY: TIKTOK SHOP)

Abstract

This study This study examines the impact of TikTok content and influencer marketing on brand trust and customer loyalty among Generation Z in the context of e-commerce via TikTok Shop. Using a qualitative survey method, the research investigates how content characteristics (creativity, engagement) and influencer attributes (credibility, expertise) influence brand trust, which subsequently affects customer loyalty.The initial results indicate that influencer credibility and content creativity have a positive and significant effect on building brand trust. Furthermore, brand trust serves as a key mediator that strengthens customer loyalty toward brands promoted on TikTok Shop. These findings highlight the need for a shift in digital marketing strategies: brands should focus not only on product presentation but also on emotional engagement and authentic visual storytelling facilitated by TikTok and its influencers.