Iklan, Influencer Marketing, Dan Online Reviews: Pengaruhnya Terhadap Purchase Decision Melalui Platform Credibility Dan Trustworthiness

ADVERTISING, INFLUENCER MARKETING, AND ONLINE REVIEWS: THEIR INFLUENCE ON PURCHASE DECISIONS THROUGH CREDIBILITY AND TRUSTWORTHINESS PLATFORMS This study aims to analyze the influence of Advertising Attractiveness, Influencer Marketing, and Online Customer Reviews on Purchase Decisions among Tokopedia users who conduct transactions through the TikTok integration. The study also examines the mediating roles of Platform Credibility and Trustworthiness, as well as the moderating role of Past Experience. A quantitative research design was employed using an online survey involving 350 respondents who had previously made purchases through the Tokopedia–TikTok integration. Data were analyzed using Covariance-Based Structural Equation Modeling (CB-SEM). The results indicate that Advertising Attractiveness, Influencer Marketing, and Online Customer Reviews have a positive and significant effect on Platform Credibility and Trustworthiness. Furthermore, both Platform Credibility and Trustworthiness were found to strongly influence Purchase Decisions. In addition, Past Experience strengthens the relationship between credibility, trustworthiness, and purchase decisions. These findings contribute to the digital marketing literature by providing empirical evidence on the role of credibility and trust in integrated e-commerce platforms. Practically, this study offers valuable insights for marketers in designing communication strategies that enhance platform credibility and consumer trust to improve purchase decisions.