The Impact of the Role of Influencers on Social Media on Sales Strategy: Analysis of Consumer Behavior of TikTok Users

Abstract

This study investigates the impact of leadership quality and achievement motivation on community participation, mediated by public trust, within the management of the National Awakening Party Branch in Pinrang Regency. Data were collected via questionnaires from 131 core administrators and main cadres using a quantitative, correlational design and path analysis. The findings reveal that both leadership quality and achievement motivation significantly and positively influence public trust, enhancing community participation. Transformational leadership traits—such as credibility, fairness, and motivational capacity—emerged as key contributors to public trust and active political engagement. Public trust serves as a critical mediator, strengthening the effects of leadership and motivation on participation. The study highlights the importance of credible leadership and organizational commitment in fostering political participation and offers practical insights for political institutions aiming to improve public involvement and rebuild trust in democratic processes