Asian Journal of Economics, Business and Accounting

Aims: This study aims to analyze the influence of argument quality, source credibility, and kindness on consumer well-being and purchase intention of influencer Tasya Farasya's followers on the TikTok application.

Background: In social media, the term influencer is known and refers to someone in an association of people who can influence a purchase decision. In digital marketing, a growing body of case study-based literature has demonstrated how influencers play a critical role in shaping consumer behavior and brand perception. This emerging trend has transformed how companies promote their products and services, as influencers often serve as trusted intermediaries who make personalized recommendations to their followers, thereby enhancing engagement and purchase intention.

Methodology: This study uses a quantitative approach. The data collection technique used Google Forms to distribute online questionnaires to 230 respondents. The sampling technique used a non-probability sampling technique, the purposive sampling method. The data was then processed using structural equation modeling (SEM) using the PLS program.

Results: This study found that argument, source credibility, and kindness positively and significantly influence on consumer well-being and purchase intention, then consumer well-being positively and significantly influences on purchase intention. Logically structured and relevant arguments enhance consumers’ understanding and trust, strengthening their purchase intention. Source credibility, particularly when embodied by trusted influencers, fosters a sense of security and builds parasocial relationships that improve well-being and drive purchasing decisions. Similarly, kindness, manifested through friendly and empathetic interactions, contributes to emotional comfort and a sense of being valued, encouraging purchase intention as a form of positive reciprocity. Furthermore, Consumer Well-Being has a direct and significant effect on Purchase Intention, as consumers who experience satisfaction, emotional fulfillment, and well-being during shopping are more likely to trust the platform and feel motivated to make a purchase. These findings underscore the critical role of emotional engagement and credibility in digital marketing strategies to enhance consumer welfare and influence buying behavior.

Conclusion: All hypotheses in this study proved significant and positive, showing that argument quality, source credibility, and kindness affect consumer well-being and the purchase intention.

Limitation: This study is limited by its non-probability sampling, cross-sectional design, reliance on self-reported data, and focus on only three variables, which may restrict the generalizability and depth of the findings.

Recommendation: Future research should use probability sampling and longitudinal designs and explore additional variables such as influencer attractiveness or content engagement to enhance the generalizability and depth of the findings.