Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 1 (2025): Musytari: Neraca Manajemen, Akuntasi, dan Ekonomi, ISSN 3025-9495
Articles

PERAN INFLUENCER DALAM MENINGKATKAN KEPERCAYAAN KONSUMEN PADA PLATFORM E-COMMERCE (Tiktok Shop)

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  • Radika Hanny Syah,
  • Muhammad Febry Choir,
  • Nurhalita Wulandari,
  • Fahrezi Arman,
  • Nurbaiti
Radika Hanny Syah
Universitas Islam Negeri Sumatera Utara
Muhammad Febry Choir
Universitas Islam Negeri Sumatera Utara
Nurhalita Wulandari
Universitas Islam Negeri Sumatera Utara
Fahrezi Arman
Universitas Islam Negeri Sumatera Utara
Nurbaiti
Universitas Islam Negeri Sumatera Utara

Published 2025-12-19

Keywords

  • indonesia

How to Cite

PERAN INFLUENCER DALAM MENINGKATKAN KEPERCAYAAN KONSUMEN PADA PLATFORM E-COMMERCE (Tiktok Shop). (2025). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(1), 3931-3940. https://cibjournal.com/index.php/musytari/article/view/4072

Abstract

 Abstrac

This study aims to analyze the role of influencers in enhancing consumer trust on e-commerce platforms, particularly TikTok Shop as a rapidly expanding form of social commerce in Indonesia. Consumer trust plays a crucial role in shaping purchasing decisions, as it helps reduce uncertainty and perceived risks related to product quality, transaction security, and the authenticity of digital information. Using a qualitative descriptive approach, data were collected through literature review and digital observation of influencer content, including product review videos, short promotional clips, and live shopping interactions. The findings reveal that influencer credibility, honesty, authenticity, and communication style significantly contribute to building consumer trust. Influencers who maintain transparency and consistent messaging are more likely to create a sense of security that strengthens consumer confidence in their recommendations. Moreover, influencers help reinforce positive perceptions of the platform’s reliability and reputation. However, overly commercialized or inauthentic content may weaken consumer trust. This study provides valuable insights for businesses in designing effective and sustainable influencer marketing strategies to foster stronger digital trust.

Keywords: consumer trust, influencer, e-commerce, TikTok Shop

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