From authenticity to action: The mediating role of electronic word of mouth on TikTok in shaping Gen Z purchase intention toward Indonesian halal cosmetics

Nuri Purwanto; Amelia Amelia; Suraya Ika Tamrin

doi:10.38156/imka.v6i1.723

Nuri Purwanto INSTITUT TEKNOLOGI DAN BISNIS PGRI DEWANTARA JOMBANG
Amelia Amelia Binus University Jakarta
Suraya Ika Tamrin University Teknologi Mara, Malaysia

DOI: https://doi.org/10.38156/imka.v6i1.723

Keywords: halal cosmetics;, tiktok, electronic word of mouth, influencer marketing, generation z

Abstract

This study investigates how influencer characteristics on TikTok shape Generation Z’s buying behavior toward Indonesian halal cosmetics through electronic word-of-mouth (e-WOM). Addressing a gap in prior work that typically evaluates authenticity, expertise, and visual appeal in isolation, we integrate these attributes in one framework and assess both direct and mediated relationships. A quantitative survey with purposive sampling targeted Gen Z users of local halal cosmetics who are active on TikTok. Data were collected via a Likert-scale questionnaire and analyzed using partial least squares structural equation modeling, following standard procedures for evaluating measurement quality and the structural paths, including mediation. The results indicate that authenticity, expertise, and visual appeal are each positively associated with e-WOM, and that e-WOM is positively associated with buying behavior. Mediation analysis shows that e-WOM transmits the influence of authenticity, expertise, and visual appeal onto buying behavior, with authenticity and expertise emerging as particularly influential pathways. Overall, the integrated model offers moderate explanatory power and practical diagnostic value for social commerce. The study contributes to the economics and business literature by clarifying how influencer attributes are converted into consumer responses through e-WOM in a rapidly growing halal cosmetics market. Managerially, local brands should prioritize collaborations with authentic and knowledgeable influencers, support them with compelling visual content, and design campaigns that stimulate e-WOM to strengthen purchase intentions among Gen Z consumers

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