Credibility and purchase intention: The mediating role of product fit in skincare marketing

Influencer marketing effectiveness may depend on how consumers evaluate source credibility, authenticity, and the fit between an influencer and an endorsed product. This study examines the direct effects of beauty influencer credibility and authenticity on purchase intention for Glad2Glow cosmetics and the mediating role of product fit. A cross-sectional survey of 100 Generation Z consumers in Jombang Regency who recognized Glad2Glow, knew Tasya Farasya, and had viewed her Glad2Glow-related content was analyzed using partial least squares-structural equation modeling in SmartPLS 4. Credibility had positive effects on product fit and purchase intention, while product fit positively affected purchase intention. Product fit partially mediated the effect of credibility on purchase intention. Authenticity showed no significant direct effect on product fit or purchase intention and no significant indirect effect through product fit. The model explained 47.0% of the variance in product fit and 47.3% of the variance in purchase intention. In the tested sample and campaign context, credibility and product fit were significant drivers of purchase intention, whereas authenticity was not significant in the specified model. Managers should prioritize credible influencers whose expertise, image, and values align with the endorsed brand while maintaining transparent communication.