The Influence Of Influencer Marketing On Mykonos Purchase Intentions Through Perceived Authenticity Among Generation Z Consumers

The growing use of influencer marketing on TikTok Shop, particularly for promoting Mykonos perfume, demonstrates the strong influence influencers have on Gen Z’s purchase intentions. However, such promotions often raise doubts about the authenticity of the recommendations provided. Based on this phenomenon, this study uses perceived authenticity as a mediating variable to examine the effect of influencer marketing on Gen Z consumers’ purchase intentions regarding Mykonos perfume. This study employed quantitative descriptive and causal-associative methods. Data analysis was conducted using Structural Equation Modeling – Partial Least Squares (SEM-PLS) with SmartPLS 4 software, based on data from 110 respondents selected through purposive sampling. The results of the study indicate that influencer marketing significantly influences consumers’ perceived authenticity and purchase intentions, particularly among Gen Z. Perceived authenticity also has a significant effect on purchase intentions and partially mediates the relationship between influencer marketing and purchase intentions, accounting for 48% of the relationship, highlighting the important role of perceived authenticity in digital marketing strategies. This study also offers practical insights: brands are advised to select influencers with high popularity and a Gen Z following, and to highlight the product’s scarcity or exclusivity to enhance perceived authenticity and purchase intentions.

Keywords: Influencer Marketing, Perceived Authenticity, Purchase Intentions, TikTok Shop, Gen Z