At present, the phenomenon of Key Opinion Leaders (KOLs) has had a significant impact on consumer purchasing behavior. These KOLs demonstrate a notable capacity to sway the buying choices of youthful consumers through personalized online engagements, fostering their confidence within the digital realm. Specifically, KOLs serve as effective intermediaries for companies to interact with consumers, establish trust, and stimulate favorable shopping inclinations. As a result, this study employed a combination of qualitative and quantitative approaches to ascertain its outcomes. The results reveal 04 pivotal factors that influence the buying intentions of young consumers, including Expertise, Likability, Reputation, and Interactivity. Besides, the Trustworthiness factor serves as a moderating factor in this association. The empirical data clearly illustrates that these factors, especially when moderated by trust, have a beneficial impact on purchase intent. This study holds significant theoretical and practical implications, especially concerning consumption intentions among Generation Z consumers in Ho Chi Minh City.