Impact of Social Media Influencer on Purchase Intention of Gen Z on Tiktok Shop in Vietnam

This study aims to explore and analyze the impact of social media influencers (SMIs) on the purchase intention of technology products on Tiktok shop of Vietnamese Generation Z. Focusing on factors such as trustworthiness, expertise, attractiveness, and entertainment value, the study used a convenience sampling method to collect data from 252 Generation Z consumers through an online survey tool Google Form. The study used multiple regression analysis to determine the relationship between SMI factors and purchase intention. The regression results confirmed that all four factors Trustworthiness, Expertise, Attractiveness, and Entertainment have a statistically significant positive impact on purchase intention. The validated factors from the quantitative analysis were then used as key inputs to construct a strategic planning matrix including Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), SWOT, and Quantitative Strategic Planning Matrix (QSPM) to derive and evaluate viable influencer marketing strategies. Based on these findings, the study proposes eight strategic solutions to optimize the effectiveness of reaching and engaging Gen Z customers. This study provides new insights into the impact of SMIs on the technology market and provides practical guidance for businesses in building effective marketing strategies targeting Gen Z in Vietnam.