The Influence of Influencer Credibility on Purchase Intention of Cosmetic Products (A Study on Followers of the Influencer Tasya Farasya)
DOI:
https://doi.org/10.22441/indikator.v9i3.34638Keywords:
Purchase Intention, Influencer Credibility, Attractiveness, Expertise, Trustworthiness,Abstract
The rapid expansion of social media has led to the increasing use of influencers in digital marketing. This study examines the effect of influencer credibility comprising attractiveness, expertise, and trustworthiness on consumers’ purchase intention, with a focus on followers of TikTok influencer Tasya Farasya. Data were obtained from 180 respondents using purposive sampling and analyzed through multiple linear regression, t-tests, and the coefficient of determination (R²) using SPSS software. The findings reveal that attractiveness has no significant effect on purchase intention. In contrast, both expertise and trustworthiness significantly influence consumer intentions to purchase cosmetic products. This study contributes to the literature by clarifying which dimensions of influencer credibility drive consumer behavior. The results offer practical implications for the beauty industry in selecting credible influencers and for influencers in maintaining expertise and authenticity to enhance promotional effectiveness.References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84(5), 888.
Ajzen, I., Joyce, N., Sheikh, S., & Cote, N. G. (2011). Knowledge and the prediction of behavior: The role of information accuracy in the theory of planned behavior. Basic and Applied Social Psychology, 33(2), 101–117.
Armitage, C. J., & Conner, M. (2001). Efficacy of the theory of planned behaviour: A meta‐analytic review. British Journal of Social Psychology, 40(4), 471–499. https://doi.org/10.1348/014466601164939
Bohner, G., Moskowitz, G. B., & Chaiken, S. (1995). The interplay of heuristic and systematic processing of social information. European Review of Social Psychology, 6(1), 33–68.
Brown, D., & Hayes, N. (2008). Influencer marketing. Routledge.
Cao, D., Meadows, M., Wong, D., & Xia, S. (2021). Understanding consumers’ social media engagement behaviour: An examination of the moderation effect of social media context. Journal of Business Research, 122, 835–846. https://doi.org/10.1016/j.jbusres.2020.06.025
Chetioui, Y., Benlafquih, H., & Lebdaoui, H. (2021). How fashion influencers contribute to consumers’ purchase intention. Journal of Fashion Marketing and Management, 25(1), 1–21.
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009
Garg, M., & Bakshi, A. (2024). Exploring the impact of beauty vloggers’ credible attributes, parasocial interaction, and trust on consumer purchase intention in influencer marketing. Humanities and Social Sciences Communications, 11(1), 1–14. https://doi.org/10.1057/s41599-024-02760-9
Gupta, R., & Nair, K. S. (2021). Celebrity endorsement on Instagram: impact on purchase intention. Academy of Strategic Management Journal, 20, 1–11.
Hall, K. (2016). The importance of authenticity in influencer marketing. Sproud Content, 30.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publications.
Harshitha, S., Shetty, R., & Sairam, P. S. (2021). Social media marketing: B2B marketing via nano influencers. Journal of University of Shanghai for Science and Technology, 23(7), 1377–1387.
Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15(4), 635–650.
Kamaldeep, S. (2021). Influencer marketing from a consumer perspective: How attitude, trust, and word of mouth affect buying behavior. European Integration Studies, 15(1), 231–241.
Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Business Research, 65(10), 1480–1486.
Kotler, P., & Keller, K. L. (2016). Manajemen Pemasaran (Edisi 12 J). PT. Indeks.
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73.
Mabkhot, H., Isa, N. M., & Mabkhot, A. (2022). The influence of the credibility of social media influencers (SMIs) on the consumers’ purchase intentions: Evidence from Saudi Arabia. Sustainability, 14(19), 12323.
Marketeers. (2024). Survei Membuktikan 94% Keputusan Pembelian Dipengaruhi Influencer. Marketeers. https://www.marketeers.com/survei-membuktikan-94-keputusan-pembelian-dipengaruhi-influencer/
Martiningsih, D. A., & Setyawan, A. A. (2022). The impact of influencers’ credibility towards purchase intention. In Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022) (Vol. 218, pp. 45–52). Advances in Economics, Businessand Management Research. Atlantis Press. https://doi.org/10.2991/aebmr.k.220602.007.
Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246.
McGuire, W. J. (1985). Chapter attitudes and attitude change. In G. Lindzey & E. Aronson (Eds.), Handbook of Social Psychology (Vol. 2, pp. 233–346). Random House.
Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting on customers purchase intention. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1).
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52.
Pan, M., Blut, M., Ghiassaleh, A., & Lee, Z. W. Y. (2025). Influencer marketing effectiveness: A meta-analytic review. Journal of the Academy of Marketing Science, 53(1), 52–78.
Pradhan, D., Duraipandian, I., & Sethi, D. (2016). Celebrity endorsement: How celebrity–brand–user personality congruence affects brand attitude and purchase intention. Journal of Marketing Communications, 22(5), 456–473.
Schouten, A. P., Janssen, L., & Verspaget, M. (2021). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product-endorser fit. In P. Viglia, L. Abratt, & S. Bendixen (Eds.), Leveraged Marketing Communications (pp. 208–231). Routledge.
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742.
Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian Marketing Journal, 28(4), 160–170.
Wang, S. W., Kao, G. H.-Y., & Ngamsiriudom, W. (2017). Consumers’ attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector. Journal of Air Transport Management, 60, 10–17.
Yılmazdoğan, O. C., Doğan, R. Ş., & Altıntaş, E. (2021). The impact of the source credibility of Instagram influencers on travel intention: The mediating role of parasocial interaction. Journal of Vacation Marketing, 27(3), 299–313. https://doi.org/10.1177/1356766721995973
ZAP Clinic. (2023). ZAP Beauty Index 2023. ZAP Clinic. https://zapclinic.com/files/ZAP_Beauty_Index_2023.pdf
Zhu, Y.-Q., Amelina, D., & Yen, D. C. (2022). Celebrity endorsement and impulsive buying intentions in social commerce–The case of Instagram in Indonesia: Celebrity endorsement. In Research Anthology on Social Media Advertising and Building Consumer Relationships (pp. 1401–1419). IGI Global.
Downloads
Additional Files
Published
How to Cite
Issue
Section
License
The copyright to this article is transferred to Universitas Mercu Buana (UMB) if and when the article is accepted for publication. The undersigned hereby transfers any and all rights in and to the paper including without limitation all copyrights to UMB. The undersigned hereby represents and warrants that the paper is original and that he/she is the author of the paper, except for material that is clearly identified as to its original source, with permission notices from the copyright owners where required. The undersigned represents that he/she has the power and authority to make and execute this assignment.
We declare that:
1. This paper has not been published in the same form elsewhere.
2. It will not be submitted anywhere else for publication prior to acceptance/rejection by this Journal.
3. A copyright permission is obtained for materials published elsewhere and which require this permission for reproduction.
Furthermore, I/We hereby transfer the unlimited rights of publication of the above mentioned paper in whole to UMB. The copyright transfer covers the exclusive right to reproduce and distribute the article, including reprints, translations, photographic reproductions, microform, electronic form (offline, online) or any other reproductions of similar nature.
The corresponding author signs for and accepts responsibility for releasing this material on behalf of any and all co-authors. This agreement is to be signed by at least one of the authors who have obtained the assent of the co-author(s) where applicable. After submission of this agreement signed by the corresponding author, changes of authorship or in the order of the authors listed will not be accepted.
Retained Rights/Terms and Conditions
1. Authors retain all proprietary rights in any process, procedure, or article of manufacture described in the Work.
2. Authors may reproduce or authorize others to reproduce the Work or derivative works for the authors personal use or for company use, provided that the source and the UMB copyright notice are indicated, the copies are not used in any way that implies UMB endorsement of a product or service of any employer, and the copies themselves are not offered for sale.
3. Although authors are permitted to re-use all or portions of the Work in other works, this does not include granting third-party requests for reprinting, republishing, or other types of re-use.
This work is also licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
