The Utilization of Paid Partnership Influencers Content to Increase Customer Purchase Intention

This research is motivated by the phenomenon of social media marketing activities performed by online businesses to boost their product sales. The problem is that there are new business actors who keep arising along with the newest product ideas and marketing strategies to compete in the industry. Hence, this research aims to identify factors that effectively attract customers' purchase intention through the utilization of social media platforms. The method used in this study is Structural Equation Modeling (SEM) PLS with the purposive sampling method for primary data collection. The data were taken from TikTok application users who have seen product marketing content with a ‘Paid Partnership’ label. The primary data of 169 respondents were collected from April to September 2024 from the people who live in Indonesia. The result shows that six hypotheses are accepted including variable Product Trust, Buying Ability, Social Media Marketing Activities, Paid Partnership Influencer, Attitude, and Purchase Intention. Only one hypothesis is rejected based on the data which is related to Location variable.