The Influence of Influencer Credibility, Viral Content Exposure, and User-Generated Content on Brand Loyalty with Brand Image as a Mediating Variable Among University Students Using Tiktok

Abstract

The rapid growth of TikTok users has made the platform an important digital marketing medium for building brand image and brand loyalty, particularly among university students as digital natives. This study analyzes the influence of influencer credibility, viral content exposure, and user-generated content on brand loyalty, both directly and through brand image as a mediating variable. A quantitative explanatory method with a survey approach was used, involving 200 active university students who use TikTok, selected through purposive sampling, and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The results show that influencer credibility, viral content exposure, and user-generated content each have a positive and significant effect on brand image. Only viral content exposure has a significant direct effect on brand loyalty, while influencer credibility and user-generated content do not. Brand image has a positive and significant effect on brand loyalty and significantly mediates the effect of all three independent variables on brand loyalty, with the strongest indirect effect shown by user-generated content. The R-Square value for brand image is 0.513 and for brand loyalty is 0.572. Companies are advised to select credible influencers, create content with viral potential, encourage authentic user participation, and prioritize building a positive brand image on TikTok.