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The rapid growth of social media usage among generation z has driven consumer
behavior in the form of spontaneous or impulsive purchasing due to exposure to promotional
content from influencers. This study aims to examine the effect of influencer’s informativeness
and influencer’s trustworthiness on impulsive buying with perceived trust as a mediating
variable. This study employed a quantitative approach with purposive sampling technique
involving 200 generation z respondents. The population of this study is generation z who are
active on social media. Data were collected through a Likert-scale questionnaire and analyzed
using Structural-Equation-Modeling Partial-Least-Square (SEM-PLS) method with SmartPLS
software. The result indicate that influencer’s trustworthiness has a positive and significant
effect on both perceived trust and impulsive buying, whereas influencer’s informativeness does
not have a positive and significant effect on either perceived trust or impulsive buying.
Furthermore, perceived trust is proven to partially mediate the relationship between influencer’s
trustworthiness and impulsive buying, but fails to mediate the effect of influencer’s
informativeness. The findings indicate that an influencer’s honesty and credibility are more
dominant in building consumer trust and driving spontaneous purchases compared to
information delivered clearly and in detail. This study concludes that brand owners and
influencer should prioritize the aspect of trusworthiness in their digital marketing strategies, as
it is an important driver of impulsive buying on social media.