TikTok video credibility: a purchase decision among consumers in Pahang, Malaysia

This study examines the influence of TikTok video credibility on consumer purchasing decisions among users in Pahang, Malaysia. Drawing on the theories of the Technology Acceptance Model, this study examines how content creativity, informativeness, influencer trustworthiness, engagement metrics, and product review quality influence consumer trust and purchasing behavior. Using a quantitative approach with survey data from 403 active TikTok users, the research employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the relationships between these variables. Results indicate that content creativity, influencer trustworthiness, and engagement metrics have a significant impact on purchase decisions, whereas informativeness does not exhibit a substantial influence on these decisions. The findings underscore the significance of authentic, engaging, and creatively produced content in influencing consumer behavior on TikTok, offering valuable insights for marketers who seek to optimize their video strategies within the local Malaysian context. The study contributes to understanding the social media credibility factors that drive consumer purchasing in semi-urban markets.