The Influence Of Influencer Credibility On Purchase Intention With Brand Trust As a Mediating Variable (Study on Somethinc Calm Down Moisturizer Cosmetic Products Labeled "Tasya Farasya Approved" in Bandar Lampung)
Keywords:
Influencer Credibility, Brand Trust, Purchase Intention,PLS SEM
Abstract
This study is motivated by the increasing role of influencer marketing in the digital cosmetics industry, particularly the use of the “Tasya Farasya Approved” label on Somethinc Calm Down Moisturizer as a representation of influencer credibility in building brand trust. This research aims to analyze the effect of influencer credibility on purchase intention with brand trust as a mediating variable among consumers of Somethinc Calm Down Moisturizer in Bandar Lampung City. This study employs a quantitative approach using the Partial Least Square–Structural Equation Modeling (PLS-SEM) method processed with SmartPLS, involving 204 respondents. The results indicate that influencer credibility has a positive and significant effect on brand trust and purchase intention, while brand trust also has a positive and significant effect on purchase intention. Furthermore, brand trust is proven to positively and significantly mediate the effect of influencer credibility on purchase intention, classified as complementary mediation (partial mediation). These findings confirm that influencer credibility plays a strategic role in enhancing consumer purchase intention through the development of brand trust.
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Chen Lou, S. Y. (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. https://doi.org/10.1080/15252019.2018.1533501
Chen, S. (2024). The Impact of Brand Awareness on Purchase Intention. Highlights in Business, Economics and Management, 30, 239–246. https://doi.org/10.54097/88gfk880
Coutinho, M. F., Dias, Á. L., & Pereira, L. F. (2023). Credibility Of Social Media Influencers: Impact On Purchase Intention. Human Technology, 19(2), 220–
237. https://doi.org/10.14254/1795-6889.2023.19-2.5
Hair. (2022). Partial Least Squares Structural Equation Modelling (PLS-SEM) in Second Language and Education Research: Guidelines Using an Applied Example. Research Methods in Applied Linguistics, 1(1), 181–183. https://doi.org/10.5054/tj.2010.215611
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis Eighth Edition. www.cengage.com/highered
Holbrook, B., & Chaudhuri, A. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81–93.
Kotler, P., & Armstrong, G. M. (2018). Principles of Marketing. Pearson Higher Education. https://books.google.co.id/books?id=ghi5zwEACAAJ
Leite, F. P., & Baptista, P. de P. (2021). The effects of social media influencers’ self-disclosure on behavioral intentions: The role of source credibility, parasocial relationships, and brand trust. Journal of Marketing Theory and Practice, 30(3), 295–311. https://doi.org/10.1080/10696679.2021.1935275
Leung, F. F., Gu, F. F., Li, Y., Zhang, J. Z., & Palmatier, R. W. (2022). Influencer Marketing Effectiveness. Influencer Marketing Effectiveness FINE, 86, 93–
115. https://doi.org/10.1177/00222429221102889.Influencer
Najar, A. H., Wani, I. S., & Rather, A. H. (2024). Impact of Social Media Influencers Credibility on Destination Brand Trust and Destination Purchase Intention: Extending Meaning Transfer Model? Global Business Review, May. https://doi.org/10.1177/09721509241225354
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. https://doi.org/10.1080/00913367.1990.10673191
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6). https://doi.org/10.1016/j.heliyon.2020.e04284
PRTime. (2024). Moisturizer Market Share in Indonesia Q3 2024. https://www.prtimes.org/news/5112?utm
Putriana, A. N., & Abdurrahman. (2024). Pengaruh Brand Awareness dan Perceived Quality Terhadap Purchase Intention Dengan Brand Trust Sebagai Variabel Mediasi Pada Skincare Avoskin. Jurnal Manajemen Dan Ekonomi Kreatif, 2(3), 123–136.
R.A.S.D.Rathnayake, & V.G.P. Lakshika. (2022). Impact Of Social Media Influencers’ Credibility on The Purchase Intention: Reference to The Beauty Industry. Asian Journal of Marketing Management, 2(01), 103–137. https://doi.org/10.31357/ajmm.v2i01.6254
Sang, V. M., & Cuong, M. C. (2024). The influence of brand experience on brand loyalty in the electronic commerce sector: the mediating effect of brand association and brand trust. Cogent Business and Management, 12(1).
Saputra, A. S., & Padmantyo, S. (2025). The Influence Of Content Marketing And Influencers On Consumer Buying Interest Mediated By Brand Trust. Majapahit Journal of Islamic Finance and Management, 5(2), 1157–1179. https://doi.org/10.36563/bemj.v3i2.1350
Sari, M., Rachman, H., Astuti, N. J., Afgani, M. W., & Siroj, R. A. (2023). Explanatory Survey dalam Metode Penelitian Deskriptif Kuantitatif. Jurnal Pendidikan Sains Dan Komputer, 3(1), 10–16. https://jurnal.itscience.org/index.php/jpsk/article/download/1953/1528
Sesar, V., Martinčević, I., & Boguszewicz-Kreft, M. (2022). Relationship between Advertising Disclosure, Influencer Credibility and Purchase Intention. Journal of Risk and Financial Management, 15(7), 1–21. https://doi.org/10.3390/jrfm15070276
Shrivastava, A., & Jain, R. (2022). Social media influencer and corporate brand reputation—An experimental study. Global Business Review, 1(12).
YouTube. (2025). Tasya Farasya YouTube Channel. https://www.youtube.com/@tasyafarasya25
Zhang, X., & Wang, T. (2021). Understanding purchase intention in O2O E- Commerce: The effects of trust transfer and online contents. Journal of Theoretical and Applied Electronic Commerce Research, 16(2), 101–115. https://doi.org/10.4067/S0718-18762021000200107
Published
2026-02-05
How to Cite
Elsa Dea Damayanti, Dorothy Rouly Haratua Pandjaitan, & Nuzul Inas Nabila. (2026). The Influence Of Influencer Credibility On Purchase Intention With Brand Trust As a Mediating Variable (Study on Somethinc Calm Down Moisturizer Cosmetic Products Labeled "Tasya Farasya Approved" in Bandar Lampung). International Journal of Economics, Business and Innovation Research, 5(02), 138-153. https://doi.org/10.63922/ijebir.v5i02.2939
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