The effects of influencers role on tiktok platform live streaming toward purchase intention among consumers in Pengkalan Chepa, Kelantan.

This research investigates the impact of influencers' role in TikTok platform live streaming on consumers' purchase intention in Pengkalan Chepa, Kelantan, grounded in the Theory of Planned Behavior (TPB). The independent variables include influencer's trust, influencer's attachment, and influencer's credibility, while the dependent variable is purchase intention. The theoretical framework, TPB, serves as the conceptual lens to explore the psychological determinants shaping consumers' intentions to make purchases based on influencers' engagements during live streaming on TikTok. The study comprises a sample size of 381 respondents, selected through a stratified random sampling technique. Data analysis is conducted using Statistical Package for the Social Sciences (SPSS). The use of SPSS for data analysis ensures robust statistical scrutiny, providing a comprehensive understanding of the relationships among variables. This research contributes to the growing body of knowledge on influencer marketing in the context of social media platforms, specifically TikTok, shedding light on the nuanced interplay between consumer perceptions and influencers' attributes. Findings are anticipated to offer valuable insights for marketers, influencers, and platform operators seeking to optimize their strategies and enhance consumer engagement within the dynamic landscape of social commerce.