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This is a Quantitative Study study.

October 8, 2025

The Relationship between Influences Credibility and Student Purchase Intentions: The Role of Attractiveness, Trustworthiness and Expertise

Key Points

Expertise is the most significant factor influencing purchase intention among students, indicating its importance in marketing.
Trustworthiness has a moderate impact on purchase intention, emphasizing its role in fostering consumer confidence.
Attractiveness shows a weak yet significant relationship with students' purchase intentions, highlighting its limited effectiveness alone.
These findings enhance the understanding of influencer marketing and its impact on the student demographic.

Abstract

This study investigates the relationship between influencer credibility and students’ purchase intention across three key dimensions: attractiveness, trustworthiness, and expertise. A quantitative survey was conducted with 228 respondents. The findings indicate a weak but significant relationship between attractiveness and purchase intention, while trustworthiness demonstrates a moderate effect. Expertise, however, emerges as the most dominant factor influencing purchase intention. These results suggest that although attractiveness can capture attention, authenticity and expertise are more critical in building consumer trust and strengthening purchase intention. The study enriches the literature on influencer marketing by clarifying the relative importance of credibility dimensions within the student market context.

The Relationship between Influences Credibility and Student Purchase Intentions: The Role of Attractiveness, Trustworthiness and Expertise

Key Points

Abstract

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