The Effect of Influencer Credibility on Purchase Intention with Customer Engagement as a Mediator

Abstract

This research aims to examine the influence of influencer credibility on purchase intentions, with customer involvement as a mediator. In the context of digital marketing, influencers have an important role in influencing consumer purchasing decisions through social media. Influencer credibility, which includes expertise, trustworthiness, and attractiveness, is considered a key factor that can increase consumer purchase intentions. However, customer engagement as an interactive mediator between influencers and customers is also hypothesized to have a significant impact on strengthening the relationship. This research uses the PLS-SEM method with primary data collected through a survey with a questionnaire distributed to social media users who follow influencers with a sample of 125 respondents. The research results show that Expertise and Trustworthiness have a positive direct impact on Purchase Intention with respective effects of 20.8% and 19.5%. This means that expertise and confidence can stimulate consumer interest in purchasing products or services without relying on the product's attractiveness. The moderating variable Consumer's Engagement also has no influence on trustworthiness, expertise, and attractiveness on purchase intention. These findings provide important implications for digital marketing strategies, namely the importance of paying attention to the Expertise and Trustworthiness of influencers to encourage increased purchase intentions.