Generation Z Purchase Intentions: The Impact of TikTok Influencers and E-WOM Through Perceived Information Quality

This quantitative study investigates the purchase intention of Generation Z (Gen Z) by collecting data from 70 TikTok user respondents through a Likert Scale questionnaire. The data was then analyzed using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method via SmartPLS software to test the validity of the model (Outer Model) and the relationships between variables (Inner Model). The results show that the independent variables, TikTok Influencers (coefficient β =0.464) and Electronic Word of Mouth (E-WOM) (coefficient β=0.529), both have a positive and significant influence on Gen Z's purchase intention (P-Value=0.000 for both). Furthermore, the structural model exhibits a very high predictive power with an R-Square value of 0.886, indicating that 88.6% of the variance in purchase intention can be explained by these two factors. This finding affirms that Perceived Information Quality mediates and strengthens the impact of TikTok Influencers and E-WOM in shaping Gen Z's purchasing decisions.