Pengaruh Pemanfaatan Artificial Intelligence, Content Marketing dan Perceived Authenticity terhadap Kepercayaan Konsumen (Studi Kasus pada Generasi Z di TikTok Shop)

Della, Sinta (2026) Pengaruh Pemanfaatan Artificial Intelligence, Content Marketing dan Perceived Authenticity terhadap Kepercayaan Konsumen (Studi Kasus pada Generasi Z di TikTok Shop). Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to analyze the influence of Artificial Intelligence utilization, Content Marketing, and Perceived Authenticity on the consumer trust of Generation Z users of TikTok Shop. The study population consists of all active TikTok users in Indonesia, totaling 108 million, with a sample size of 100 respondents determined using the Slovin formula. A non-probability sampling technique specifically purposive sampling was employed based on the following respondent criteria: Indonesian citizens aged 17 to 29 (Generation Z), active users of both the TikTok app and TikTok Shop, and individuals who had viewed or interacted with TikTok Shop promotional content at least once in the last three months. Data analysis was conducted using multiple linear regression with the aid of SPSS version 27 software. Partial hypothesis test results indicate that Artificial Intelligence utilization has a positive and significant effect on consumer trust, with a calculated t-value of 2.423 (exceeding the t-table value of 1.985) and a significance value of 0.017 (below 0.05). Content Marketing also shows a positive and significant effect, with a calculated t-value of 5.050 (exceeding the t-table value of 1.985) and a significance value of 0.000 (below 0.05). Perceived Authenticity similarly demonstrates a positive and significant effect, with a calculated t-value of 5.132 (exceeding the t-table value of 1.985) and a significance value of 0.000 (below 0.05). Based on Standardized Beta values, Content Marketing is the most dominant independent variable influencing consumer trust, with a Beta value of 0.450. The simultaneous test (F-test) results show a calculated F-value of 267.374 with a significance of 0.000, indicating that Artificial Intelligence utilization, Content Marketing, and Perceived Authenticity collectively exertn a positive and significant influence on consumer trust.

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