Kredibilitas Influencer Dalam Membentuk Kepercayaan Dan Keputusan Pembelian Konsumen

The development of digital marketing has encouraged the use of influencers as a strategy to shape consumer perceptions, trust, and purchase decisions. However, influencer marketing effectiveness is not determined solely by popularity or follower count, but also by credibility. This article aims to analyze the role of influencer credibility in building consumer trust and influencing purchase decisions through an integrative literature review. The literature was analyzed thematically by identifying the dimensions of influencer credibility, the mechanisms underlying consumer trust, and their relationships with purchase decisions. The findings indicate that influencer credibility consists of three main dimensions: expertise, trustworthiness, and attractiveness. These dimensions contribute to consumers’ evaluations of information quality and the reliability of influencers’ recommendations. Consumer trust serves as an important mechanism linking influencer credibility to purchase decisions, although this relationship may be influenced by influencer–product congruence, brand image, and parasocial relationships with followers. The review also highlights that purchase intention does not always translate into actual purchasing behavior, as consumer decisions are affected by situational considerations and product characteristics. Therefore, selecting influencers should involve evaluating their expertise, integrity, and relevance to the promoted products rather than relying solely on popularity. This article provides a conceptual synthesis of the relationships among influencer credibility, consumer trust, and purchase decisions, offering insights for further research and the development of more effective digital marketing strategies.