The Influence of AI Avatar Content by TikTok Affiliators on Fashion Product Purchase Intention: The Sequential Mediating Roles of Authenticity Perception and Consumer Trust PENGARUH KONTEN AI AVATAR PADA AFILIATOR TIKTOK TERHADAP MINAT BELI PRODUK FASHION: PERAN MEDIASI PERSEPSI AUTENTISITAS DAN KEPERCAYAAN Section Articles

Abstract

Abstract. This research aims to analyze the influence of AI Avatar content by TikTok affiliators on fashion product purchase intention, examining the sequential mediating roles of authenticity perception and consumer trust. The study adopts a quantitative approach using an online survey of 32 students from Universitas Indraprasta PGRI. Data were collected via a 5-point Likert scale questionnaire and analyzed using Pearson correlation, Cronbach's Alpha reliability testing, and multiple regression analysis with SPSS. Results indicate that AI Avatar content significantly influences authenticity perception (R² = 0.736) and consumer trust (R² = 0.552). Simultaneously, the three predictor variables explain 83.9% of the variance in purchase intention (R² = 0.839). In the full regression model, authenticity perception (β = 0.413; p = 0.018) and trust (β = 0.329; p = 0.015) significantly predict purchase intention, while the direct effect of AI Avatar content is non-significant (β = 0.241; p = 0.122), indicating sequential mediation through authenticity perception and trust as the primary mechanism underlying purchase intention.

Abstrak. Penelitian ini bertujuan menganalisis pengaruh konten AI Avatar pada afiliator TikTok terhadap minat beli produk fashion, dengan mengkaji peran mediasi berurutan persepsi autentisitas dan kepercayaan konsumen. Pendekatan kuantitatif digunakan melalui survei daring terhadap 32 mahasiswa Universitas Indraprasta PGRI. Data dikumpulkan menggunakan kuesioner berskala Likert 5 poin dan dianalisis dengan korelasi Pearson, Cronbach's Alpha, serta regresi berganda melalui SPSS. Hasil menunjukkan konten AI Avatar memengaruhi persepsi autentisitas (R² = 0,736) dan kepercayaan konsumen (R² = 0,552) secara signifikan. Secara simultan, ketiga variabel prediktor menjelaskan 83,9% variasi minat beli (R² = 0,839). Dalam model penuh, persepsi autentisitas (β = 0,413; p = 0,018) dan kepercayaan (β = 0,329; p = 0,015) terbukti signifikan, sementara pengaruh langsung AI Avatar tidak signifikan (β = 0,241; p = 0,122), mengindikasikan mediasi berurutan sebagai jalur utama pembentukan minat beli.