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September 16, 2025

The Effect of Influencer Credibility and Influencer Attractiveness on Trust and Purchase Intention

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Authors

KRKayla Putri RamadhianaAFAgung Nugroho Luthfi Imam Fahrudi

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Overview

Survey reveals significant effects of influencer credibility and attractiveness on trust and purchase intention in Indonesia.

Key Points

  • All four influencer characteristics significantly impact customer trust, enhancing purchase intention.
  • Participants involved 174 Instagram followers surveyed purposively from the cosmetics industry.
  • Findings indicate that credible and attractive influencers are crucial for building trust and driving sales.
  • Recommendations stress the importance of influencer traits in effective social media marketing strategies.

Cite This Study

Ramadhiana et al. (2025) studied this question.

synapsesocial.com/papers/68d4565431b076d99fa5b06ehttps://doi.org/10.63922/ijebir.v4i04.2017
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