The Impact of Influencers’ Credibility Towards Purchase Intention

Abstract

This study aims to analyze influencers' credibility, including attractiveness, trustworthiness, and expertise and their impact on purchase intention on the Shopee marketplace during the Covid-19 pandemic. Furthermore, this study identifies influencers' credibility that impact customers' purchase intention under the moderating effect of attractiveness, trustworthiness, and expertise. This research was focused on the users of social media and Shopee applications. The samples used were 200 respondents. The analytical methodologies used were multiple linear regression analysis, validity and reliability tests. The research findings showed that influencers' attractiveness and expertise positively and significantly affected purchase intention in the products offered on the Shopee marketplace during the Covid-19 pandemic. Meanwhile, influencers' trustworthiness had a negative effect and was insignificant on purchase intention in the products offered on the Shopee marketplace during the Covid-19 pandemic. In the model formed, the attractiveness, trustworthiness, and expertise variables could affect the consumer intention variable by 49%, and the remaining 51% is still affected by other variables.