THE INFLUENCE OF DIGITAL INFLUENCER CREDIBILITY ON PURCHASE INTENTION THROUGH CONSUMER TRUST IN E-COMMERCE PLATFORMS

Abstract

The swift expansion of social media and e-commerce has significantly transformed the way consumers engage with brands. Within this framework, digital influencers have become essential mediators influencing consumer trust and purchase decisions. This study seeks to examine, through empirical analysis, how the credibility of digital influencers impacts consumers' purchase intentions, emphasizing the mediating effect of consumer trust within e-commerce platforms. Data was gathered from 250 active online shoppers in Indonesia who engage with at least one social media influencer. The findings, derived using the Structural Equation Modeling (SEM-PLS) approach, reveal that influencer credibility Covering the aspects of expertise, reliability, and appeal greatly strengthens consumer confidence. Consequently, this trust from consumers positively influences their intention to make a purchase. Moreover, consumer trust was shown to partially mediate the connection between influencer credibility and purchase intention. This indicates that trustworthy influencers not only shape consumer perceptions but also boost confidence in online purchasing decisions. These findings highlight the importance of brands and marketers partnering with influencers who exhibit authenticity and transparency, as these traits are essential for building consumer trust and driving purchases. This study contributes to the influencer marketing literature by providing empirical insights into the trust-driven mechanism that connects influencer credibility with consumers' behavioral intentions in the digital commerce setting.