The Influence of Social Media Influencer Credibility on Purchase Intention for Beauty Products with Brand Trust as a Mediating Variable
DOI:
https://doi.org/10.59890/ijma.v4i4.42Keywords:
Trustworthiness, Expertise, Attractiveness, Brand Trust, Purchase IntentionAbstract
This study analyzes the influence of influencer credibility on purchase intention for beauty products, with brand trust as a mediating variable. The study used a quantitative approach with PLS-SEM analysis on 150 respondents selected through purposive sampling, namely active Instagram and TikTok users who had been exposed to beauty product promotions by influencers. Data were collected in December 2025. The results show that the dimensions of trustworthiness, expertise, and attractiveness have a positive effect on purchase intention. Furthermore, brand trust is proven to mediate the influence of influencer credibility on purchase intention. These findings provide implications for digital marketing strategies in increasing brand trust and consumer purchase intention.
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