The Influence of Influencers on Purchase Intent Through Brand Attitudes and Brand Credibility on Wardah Beauty Products
DOI:
https://doi.org/10.59890/ijels.v4i7.36Keywords:
influencer, brand attitude, brand credibility, purchase intention, Wardah BeautyAbstract
The cosmetic industry increasingly utilizes social media influencers as a digital marketing strategy to enhance consumers' purchase intentions. However, previous studies have reported inconsistent findings regarding the influence of influencers on purchase intention, particularly concerning the mediating roles of brand attitude and brand credibility. This study aims to examine the effect of influencers on consumers' purchase intention toward Wardah cosmetics through the mediating roles of brand attitude and brand credibility. A quantitative explanatory research design was employed. Data were collected from 249 respondents using purposive sampling and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4. The results indicate that influencers have a positive and significant effect on brand credibility, brand attitude, and purchase intention. Furthermore, brand credibility positively influences both brand attitude and purchase intention, while brand attitude also has a significant positive effect on purchase intention. The mediation analysis confirms that brand credibility and brand attitude mediate the relationship between influencers and purchase intention. These findings contribute to the digital marketing literature by demonstrating that the influence of social media influencers on consumers' purchase intention operates not only directly but also indirectly through the development of brand credibility and positive brand attitudes in the context of Indonesia's halal cosmetic industry.
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