How Do Brand Reputation, Interactivity, Authenticity, and Trust on TikTok Live Streaming Affect Purchase Intention?

Research Aims: This research aims to ascertain how consumers’ purchase intention affected by brand reputation, interactivity, and authenticity using brand and consumer trust as a mediating element. Design/methodology/approach: This research used quantitative approach and primary data was collected using questionnaires by Google Forms with direct distribution and social media. Data were collected using purposive sampling technique covering the Generation Z population in Central Java who were aware of Jiniso brand jeans products and had watched Jiniso brand jeans live streaming on TikTok. The data analyze technique used is Smart PLS 4 programs. Research Findings: The research found that brand reputation positively and significantly affects brand trust, while both positively and insignificantly affect consumers’ purchase intention. Interactivity and authenticity positively and significantly affect consumer trust, and then consumer trust and interactivity positively and significantly affect consumers’ purchase intention. However, authenticity has a negative and insignificant effect on it. Theoretical Contribution/Originality: This research integrates the mediating role of brand trust in the relationship between brand reputation and Generation Z purchase intention. The results of this study show that, with consumer trust acting as a mediator, purchase intentions are more influenced by authenticity and interaction than by brand reputation which will then influence the Top Brand Index (TBI). Keywords: brand reputation, interactivity, authenticity, brand trust, consumer trust, consumers’ purchase intention