How Digital Authenticity Shapes Purchase Intention: The Mediating Role of Consumer Trust and the Moderating Role of Consumer Skepticism among Generation Z
Keywords:
Digital Authenticity, Consumer Trust, Consumer Skepticism, Purchase Intention, Generation ZAbstract
The increasing use of digital marketing requires brands to build authentic relationships with consumers, especially Generation Z, who are highly active on digital platforms. This study examines the effect of digital authenticity on purchase intention among Generation Z consumers in Indonesia, with consumer trust as a mediating variable and consumer skepticism as a moderating variable. Using a quantitative cross-sectional survey, data were collected from 255 respondents through a five-point Likert-scale questionnaire and analyzed using SEM-PLS 3. The results show that digital authenticity has a positive and significant effect on consumer trust and purchase intention, while consumer trust also significantly increases purchase intention. Consumer trust partially mediates the relationship between digital authenticity and purchase intention, indicating that authentic digital communication strengthens purchase intention by building trust. In addition, consumer skepticism significantly moderates the relationship between digital authenticity and consumer trust, showing that highly skeptical consumers are less likely to trust digital communication even when it appears authentic. The model explains 56.3% of consumer trust and 68.1% of purchase intention. This study contributes to digital consumer behavior literature and offers practical insights for marketers in developing authentic communication strategies that build trust and reduce skepticism among Generation Z consumers.
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