Dear Editor, We are pleased to submit our manuscript entitled “Analysis of the Impact of Video Content Use and Influencer Credibility on the Increasing Buying Interest of Gen Z in Glad2Glow Skincare Products on TikTok Shop” for consideration for publicat

Abstract

Digital technology, especially those related to marketing, is currently experiencing rapid
development. This development has driven significant changes in consumer behavior, especially Gen
Z consumers who are actively involved in using social media such as TikTok. The purpose of this
study was to analyze the influence of the use of video content and influencer credibility on Gen Z's
purchasing interest in Glad 2 Glow (G2G) skincare products on TikTok Shop. The researcher used a
quantitative method, with a non-probability sampling technique with a purposive sampling
technique. The number of research samples used the Lameshow formula with a margin of error of
5% (0.05). From the calculation results using the Lameshow formula, the number of samples
obtained was 385 respondents. Respondents are active users of TikTok social media aged 13 to 28
years, and have seen G2G promotions. To collect assessment data, the researcher used a
questionnaire with the help of a google-form. The calculation of statement items uses a Likert scale
of 1 to 5. The questionnaire data was collected and then statistical analysis was carried out using
validity tests, reliability tests, regression tests, partial tests (t), simultaneous tests (F) and R2
(determination). This study shows that Gen Z's buying interest is influenced by the quality of content
in the form of videos and the use of an influencer. There is a positive and significant influence. These
findings indicate the importance of visual content-based marketing strategies and the selection of
credible influencers in efforts to increase consumer buying interest in this digital era.