Impact Of Tiktok Review Overclaim On Consumer Trust and Repurchase Intention Of Generation Z

Abstract

This paper provides an empirical investigation intothe impact of promotional overclaims in TikTokvideo reviews on consumer trust and repurchaseintention among Generation Z undergraduatestudents. Grounded in Source Credibility Theory andExpectancy Disconfirmation Theory, a quantitative causal research design was implemented. Primarydata were gathered through a structured onlinequestionnaire administered to 100 activeundergraduate students in the Digital Business study program at Universitas Kristen Satya Wacana who had experienced product discrepancies following purchases driven by TikTok reviews. Data analysiswas executed using simple linear regressionmodeling in IBM SPSS Statistics. The empirical findings demonstrated that promotional overclaimsin TikTok video reviews exerted a statisticallysignificant negative influence on consumer trust (B =0.868, t = 16.406, p = 0.000), accounting for 73.3 percent of the variance in consumer trust erosion. Furthermore, review overclaims exerted a statistically significant negative impact on repurchase intention (B = 0.918, t = 17.765, p =0.000), explaining 76.3 percent of the variance inrepurchase reluctance. Descriptive statisticalanalyses revealed high mean scores for perceivedoverclaim (4.196), consumer skepticism (4.056), andrepurchase reluctance (4.178). These findings confirm that deceptive promotional exaggerations severely damage creator credibility and long-termbrand equity in social commerce environments.Consequently, content creators must prioritizeobjective transparency, social commerce platformsshould implement stringent disclosure tags, andyoung consumers should exercise criticalverification before making purchasing decisionsbased on short video content.