The Role of Social Media Influencer Attractiveness and Credibility in Increasing Consumer Engagement and Purchasing Decisions: An Empirical Study on Skincare Products
Keywords:
Attractiveness, Influencer Credibility, Engagement, Purchase Decision
Abstract
This study examines the role of social media influencers in increasing consumer engagement and purchasing decisions for skincare products. The analysis results show that consumer engagement has a significant effect on purchasing decisions (coefficient = 0.426, p = 0.001), confirming consumer engagement as a key factor in purchasing behavior. The influencer credibility variable has the strongest influence on consumer engagement (coefficient = 0.537, p < 0.001) and purchasing decisions (coefficient = 0.254, p = 0.020), while influencer attractiveness has a positive but weaker and marginal influence on engagement (coefficient = 0.195, p = 0.060) and contributes directly to purchasing decisions. Effect size analysis (f-square) confirms the dominance of credibility as the main factor in forming engagement and purchasing decisions. In addition, consumer engagement significantly mediates the influence of attractiveness and credibility on purchasing decisions, with a more dominant mediating role coming from credibility. These findings provide a theoretical contribution by confirming the mediating mechanism of engagement in the relationship between influencer attributes and purchasing decisions, while providing practical implications for digital marketing strategies for skincare products.
References
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Asmawaty, A. (2021). Beach Tourism Destinations Promotion Strategy Through Social Media Influencers in Bulukumba Regency. International Journal Papier Public Review , 2 (4), 56. https://doi.org/10.47667/ijppr.v2i4.117
Aulia, MC, & Syarifah, D. (2022). The Influence of SMI Credibility and Parasocial Interaction on Purchase Intention of Generation Y Fashion Products on Instagram. Psychology and Mental Health Research Bulletin (BRPKM) , 2 (1), 180. https://doi.org/10.20473/brpkm.v2i1.32817
Bs, S., Arizal, N., & Handayani, R. (2023). Analysis of the Influence of Content Marketing, Influencers, and Social Media on Consumer Purchasing Decisions. Journal of Applied Management and Business , 5 (2), 78. https://doi.org/10.31849/jmbt.v5i2.14231
Chairudin, A., & Sari, SR (2021). Relationship Model between Brand Image and Repurchase Intention: The Role of Customer Satisfaction and Customer Loyalty. Oikonomia Journal of Management , 17 (2), 112. https://doi.org/10.47313/oikonomia.v17i2.1259
Cresentia, A., & Nainggolan, R. (2022). THE EFFECT OF BEAUTY INFLUENCER CREDIBILITY AND TRUSTWORTHINESS ON INSTAGRAM ON WARDAH COSMETIC PRODUCT PURCHASE DECISIONS. PERFORMA, 6(6), 526. https://doi.org/10.37715/jp.v6i6.2156
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Dewi, M. K., & Sugiyanto, F. (2021). Decision Making Analysis on The Use of The Mobile Wallet As A Payment Transaction Tool (Case Study of Diponegoro University Students, Semarang). Journal of Economic Development and Social Research, 1(1), 11. https://doi.org/10.14710/jedsr.v1i1.12543
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Indriati, A., Andriana, Y., Mayasti, NKI, Iwansyah, AC, Luthfiyanti, R., Agustina, W., & Gasong, LS (2021). ROWE LUWA PRODUCT DEVELOPMENT USING THE QUALITY FUNCTION DEPLOYMENT (QFD) METHOD. AGROINTEK, 15(2), 639. https://doi.org/10.21107/agrointek.v15i2.9309
Irnando, K., & Irwansyah, I. (2021). Influencer self-presentation in product endorsements on Instagram. Deleted Journal, 5(2), 509. https://doi.org/10.25139/jsk.v5i2.2649
Kumar, P., Oberoi, S., & Jaitly, R. C. (2023). Impact of Social Media Influencers on Consumer Engagement and Its Consequences in the Emerging Environment of Metaverse. In Advances in marketing, customer relationship management, and e-services book series (p. 225). IGI Global. https://doi.org/10.4018/978-1-6684-8898-0.ch014
Kwandy, C. O., Nicholas, H., Soehadi, A. W., Utama, F., & Saragih, H. S. (2021). Pengaruh Brand Storytelling dalam Pembentukan Brand Loyalty dan WOM pada Brand Socendate.
Łaszkiewicz, A. (2023). THE USE OF INFLUENCER MARKETING IN MARKETING COMMUNICATION OF PLACES. Scientific Papers of Silesian University of Technology Organization and Management Series, 2023(173), 445. https://doi.org/10.29119/1641-3466.2023.173.29
Libunao, F. M., Martinez, J. D., Rodriguez, Ma. K., & Castaño, M. C. N. (2022). Consumers Attitude towards Skincare Products Endorsed by Filipino Macro-Influencers on Instagram. Journal of Business and Management Studies, 4(2), 123. https://doi.org/10.32996/jbms.2022.4.2.10
Mulyana, A. (2024). E-WoM UGC sebagai CONSUMER ENGAGEMENT.
Nanda, R. J. P. (2022). The Effect of Beauty Influencer, Social Media Marketing, and Brand Image on Purchase Decisions for Korea Skincare Products. Jurnal Ekonomi, 22(1), 23. https://doi.org/10.29138/je.v22i01.160
Narottama, N., & Moniaga, NEP (2022). The Influence of Social Media Marketing on Consumer Purchasing Decisions at Culinary Tourism Destinations in Denpasar City. Jurnal Master Pariwisata (JUMPA) , 741. https://doi.org/10.24843/jumpa.2022.v08.i02.p19
Nurhalim, AD (2021). Analysis of Consumer Behavior Shifts in Purchase Intentions in the Indonesian E-Commerce Automotive Sector. Jurnal Bina Manajemen, 9(2), 113. https://doi.org/10.52859/jbm.v9i2.158
Nuzuli, AK (2022). Motives for Using TikTok in Uses and Gratification Theory Perspective. KOMUNIKA Journal of Dakwah and Communication, 16(1), 15. https://doi.org/10.24090/komunika.v16i1.4787
Pratiwi, A., & Suasana, IGAKG (2018). THE ROLE OF BRAND CREDIBILITY IN MEDIATING THE EFFECT OF ENDORSER CREDIBILITY ON BRAND EQUITY. E-Journal of Management, Udayana University , 8 (1), 352. https://doi.org/10.24843/ejmunud.2019.v08.i01.p13
Priatama, R., Ramadhan, IH, Zuhaida, A.-, Akalili, A., & Kulau, F. (2021). ANALYSIS OF DIGITAL MARKETING TECHNIQUES ON THE TIKTOK APPLICATION (Case Study of the TikTok Account @jogjafoodhunterofficial). SOCIA Journal of Social Sciences , 18 (1), 49. https://doi.org/10.21831/socia.v18i1.40467
Putranto, T.D., Suyanto, B., & Ariadi, S. (2022). Digital marketing communication of skincare products to develop men's consumptive behavior. Deleted Journal , 6 (1), 199. https://doi.org/10.25139/jsk.v6i1.4346
Putri, STO, & Sulaeman, E. (2022). The Influence of Digital Marketing and Service Quality on Coffee Shop Consumer Purchasing Decisions at Anaqi Coffee Shop in Subang Regency. J-MAS (Journal of Management and Science) , 7 (2), 906. https://doi.org/10.33087/jmas.v7i2.564
Rachmania, R. (2021). The Influence of Perceived Social Media Marketing on Instagram Shopee Indonesia on Purchase Intention in E-Commerce. Syntax Literate Indonesian Scientific Journal , 6 (6), 2998. https://doi.org/10.36418/syntax-literate.v6i6.1417
Radianto, AJ, & Kilay, TN (2023). THE EFFECT OF FOMO (FEAR OF MISSING OUT) AND INFLUENCERS ON PURCHASE INTENTION IN E-COMMERCE.
Rohmawati, S. (2020). How Endorser Credibility Strengthens Brand Equity: Case Study in Shoppe Consumers. Journal of Business Management Review , 1 (1), 18. https://doi.org/10.47153/jbmr.v1i1.7
Santoso, C., & Immanuel, DM (2022). THE EFFECT OF CELEBRITY ENDORSERS ON PURCHASE INTENTION IN FOOD PRODUCT ADVERTISING. PERFORMA , 6 (6), 494. https://doi.org/10.37715/jp.v6i5.2146
Septiani, I., Udayana, I., & Hatmanti, LT (2022). Analysis of the Influence of Celebrity Endorsers, Brand Image, and Product Quality on Purchasing Decisions for Ms Glow Cosmetic Products Through Word of Mouth as a Mediating Variable. Journal of Business Disruption , 5 (1), 42. https://doi.org/10.32493/drb.v5i1.17205
Sarkis, N., Maalouf, N. J. A., Saliba, E., & Azizi, J. (2025). The impact of augmented reality within the fashion industry on purchase decisions, customer engagement, and brand loyalty. International Journal of Fashion Design Technology and Education, 1. https://doi.org/10.1080/17543266.2025.2470187
Sjoraida, D.F., Simamora, B., Diwyarthi, N.D.M.S., Setianti, Y., & Aisyah, S. (2024). Analysis of the Influence of Marketing Communication, Electronic Word of Mouth, and Product Quality on iPhone Purchasing Decisions. Jurnal EMT KITA , 8 (3), 1145. https://doi.org/10.35870/emt.v8i3.2738
Sujana, ER, Verinita, & Sari, DK (2023). The Influence of Brand Experience and Brand Engagement on Brand Loyalty with Brand Trust as a Mediating Variable. Journal of Business Economics Informatics , 554. https://doi.org/10.37034/infeb.v5i2.567
Suryani, R., & Adhitama, GB (2021). THE EFFECT OF PROMOTION STRATEGY, BRAND IMAGE, AND PRODUCT QUALITY ON PURCHASING DECISIONS AT GUYUB RUKUN MART BANJARMANGU, BANJARNEGARA. Medikonis , 12 (1), 26. https://doi.org/10.52659/medikonis.v12i1.33
Suryaningrat, Y., Sutrisno, S., & Ratih, SD (2021). The Effect of Product Quality and Pricing on Consumer Satisfaction of Refillable Drinking Water. Management Economics and Accounting, 2(2), 117. https://doi.org/10.37012/ileka.v2i2.734
Thamrin, H., & Santoso, T. (2025). The Influence of Content Creators and Digital Storytelling on the Brand Image of Local Cosmetics in Jabodetabek: A Case Study of the Brand Something. Besaung Journal of Art, Design, and Culture , 10 (1), 52. https://doi.org/10.36982/jsdb.v10i1.4403
Wachyuni, SS, & Priyambodo, TK (2020). THE INFLUENCE OF CELEBRITY ENDORSEMENT IN RESTAURANT PRODUCT PURCHASE DECISIONS MAKING. International Journal of Management Innovation & Entrepreneurial Research , 6 (2), 45. https://doi.org/10.18510/ijmier.2020.625
Werdiasih, RD, Karnowati, NB, & Yoana, Y. (2022). ANALYSIS OF THE EFFECT OF PRICE PERCEPTION, BRAND IMAGE, AND PRODUCT QUALITY ON PURCHASE DECISIONS. Journal of Regional Innovation, 1(1), 48. https://doi.org/10.56655/jid.v1i1.6
Widyanto, HA, & Agusti, CR (2020). Beauty influencers in the digital age: How does it influence the purchase intention of generation Z? Journal of Management and Services Marketing, 13(1), 1. https://doi.org/10.25105/jmpj.v13i1.5453
Wijiyanto, A. A., & Basiya, R. (2023). The Effect Of Hedonic Consumption, Availability Of Money And Positive Emotion On Impulsive Purchase In E-Commerce Shopee (Case Study In Semarang Communities).
Yanthi, C. K., & Brahmana, R. K. (2019). Pengaruh Brand Authenticity, Self-image Congruity, Brand Storytelling, Dan Social Influence Terhadap Use Behavior Melalui Behavior Intention Pada Lyncloth Bali. Agora, 7(2), 287196. https://www.neliti.com/publications/287196/pengaruh-brand-authenticity-self-image-congruity-brand-storytelling-dan-social-i
Zaman, S. A. A., Anwar, A., & Haque, I. U. (2023). Examining the Mediating Effect of Online Engagement and Online Reviews: The Influence of Influencer Credibility on Consumer Purchase Intentions. Pakistan Business Review, 24(4), 389. https://doi.org/10.22555/pbr.v24i4.872
Ariyani, A., & Fauzi, A. (2023). THE EFFECT OF PRICE, LOCATION, AND SERVICE QUALITY ON CUSTOMER SATISFACTION. Journal of Economics and Management, 2(2), 23. https://doi.org/10.56127/jekma.v2i2.710
ARIFIN, M., Hasan, I., Farida, L., Firmansyah, F., Hasan, I., & Sulhan, M. (2023). THE EFFECT OF STORYTELLING MARKETING AND BRAND TRUST ON PURCHASE INTENTION (Study on Sibambo Studio Promotional Videos in Java Island) .
Aripradono, HW (2020). Implementation of Digital Storytelling Communication on Instagram Social Media. Teknika , 9 (2), 121. https://doi.org/10.34148/teknika.v9i2.298
Asmawaty, A. (2021). Beach Tourism Destinations Promotion Strategy Through Social Media Influencers in Bulukumba Regency. International Journal Papier Public Review , 2 (4), 56. https://doi.org/10.47667/ijppr.v2i4.117
Aulia, MC, & Syarifah, D. (2022). The Influence of SMI Credibility and Parasocial Interaction on Purchase Intention of Generation Y Fashion Products on Instagram. Psychology and Mental Health Research Bulletin (BRPKM) , 2 (1), 180. https://doi.org/10.20473/brpkm.v2i1.32817
Bs, S., Arizal, N., & Handayani, R. (2023). Analysis of the Influence of Content Marketing, Influencers, and Social Media on Consumer Purchasing Decisions. Journal of Applied Management and Business , 5 (2), 78. https://doi.org/10.31849/jmbt.v5i2.14231
Chairudin, A., & Sari, SR (2021). Relationship Model between Brand Image and Repurchase Intention: The Role of Customer Satisfaction and Customer Loyalty. Oikonomia Journal of Management , 17 (2), 112. https://doi.org/10.47313/oikonomia.v17i2.1259
Cresentia, A., & Nainggolan, R. (2022). THE EFFECT OF BEAUTY INFLUENCER CREDIBILITY AND TRUSTWORTHINESS ON INSTAGRAM ON WARDAH COSMETIC PRODUCT PURCHASE DECISIONS. PERFORMA, 6(6), 526. https://doi.org/10.37715/jp.v6i6.2156
Dalangin, J. J. G., Arthur, J. M. B. M., Salvador, J. B. M., & Bismonte, A. B. (2021). The impact of social media influencers purchase intention in the Philippines. Deleted Journal, 5(3), 551. https://doi.org/10.25139/jsk.v5i3.3708
Darmatama, M., & Erdiansyah, R. (2021). The Influence of Advertising in Tiktok Social Media and Beauty Product Image on Consumer Purchase Decisions. Advances in Social Science, Education and Humanities Research/Advances in Social Science, Education and Humanities Research. https://doi.org/10.2991/assehr.k.210805.140
Dewi, M. K., & Sugiyanto, F. (2021). Decision Making Analysis on The Use of The Mobile Wallet As A Payment Transaction Tool (Case Study of Diponegoro University Students, Semarang). Journal of Economic Development and Social Research, 1(1), 11. https://doi.org/10.14710/jedsr.v1i1.12543
Geraldine, YM (2021). THE EFFECT OF BRAND IMAGE, PRODUCT QUALITY, SOCIAL MEDIA, AND PRICE ON CONSUMER BUYING INTEREST IN WARDAH BRAND PRODUCTS. Point Journal of Economics and Management , 3 (1), 71. https://doi.org/10.46918/point.v3i1.880
Haoe, S., Ganiwidjaja, J.T., & Andreani, F. (2023). THE ROLE OF TIKTOK FOOD INFLUENCER MARKETING ON FOLLOWER ENGAGEMENT AND PURCHASE INTENTION OF FEBRYAN DIO RAMADHAN'S FOLLOWERS. Journal of Hospitality Management , 9 (1), 24. https://doi.org/10.9744/jmp.9.1.24-34
Hasanah, R., & Wahid, N. A. (2020). Influence of Endorser Credibility on Consumers' Attitude Toward Advertising and Soap Brand . https://doi.org/10.2991/aebmr.k.200514.016
Indrawati, P. (2022). Generation Z Consumer Behavior in Purchasing Muslim Fashion in Indonesian Marketplaces. Iqtisad Reconstruction of Justice and Welfare for Indonesia, 9(2), 165. https://doi.org/10.31942/iq.v9i2.7370
Indriati, A., Andriana, Y., Mayasti, NKI, Iwansyah, AC, Luthfiyanti, R., Agustina, W., & Gasong, LS (2021). ROWE LUWA PRODUCT DEVELOPMENT USING THE QUALITY FUNCTION DEPLOYMENT (QFD) METHOD. AGROINTEK, 15(2), 639. https://doi.org/10.21107/agrointek.v15i2.9309
Irnando, K., & Irwansyah, I. (2021). Influencer self-presentation in product endorsements on Instagram. Deleted Journal, 5(2), 509. https://doi.org/10.25139/jsk.v5i2.2649
Kumar, P., Oberoi, S., & Jaitly, R. C. (2023). Impact of Social Media Influencers on Consumer Engagement and Its Consequences in the Emerging Environment of Metaverse. In Advances in marketing, customer relationship management, and e-services book series (p. 225). IGI Global. https://doi.org/10.4018/978-1-6684-8898-0.ch014
Kwandy, C. O., Nicholas, H., Soehadi, A. W., Utama, F., & Saragih, H. S. (2021). Pengaruh Brand Storytelling dalam Pembentukan Brand Loyalty dan WOM pada Brand Socendate.
Łaszkiewicz, A. (2023). THE USE OF INFLUENCER MARKETING IN MARKETING COMMUNICATION OF PLACES. Scientific Papers of Silesian University of Technology Organization and Management Series, 2023(173), 445. https://doi.org/10.29119/1641-3466.2023.173.29
Libunao, F. M., Martinez, J. D., Rodriguez, Ma. K., & Castaño, M. C. N. (2022). Consumers Attitude towards Skincare Products Endorsed by Filipino Macro-Influencers on Instagram. Journal of Business and Management Studies, 4(2), 123. https://doi.org/10.32996/jbms.2022.4.2.10
Mulyana, A. (2024). E-WoM UGC sebagai CONSUMER ENGAGEMENT.
Nanda, R. J. P. (2022). The Effect of Beauty Influencer, Social Media Marketing, and Brand Image on Purchase Decisions for Korea Skincare Products. Jurnal Ekonomi, 22(1), 23. https://doi.org/10.29138/je.v22i01.160
Narottama, N., & Moniaga, NEP (2022). The Influence of Social Media Marketing on Consumer Purchasing Decisions at Culinary Tourism Destinations in Denpasar City. Jurnal Master Pariwisata (JUMPA) , 741. https://doi.org/10.24843/jumpa.2022.v08.i02.p19
Nurhalim, AD (2021). Analysis of Consumer Behavior Shifts in Purchase Intentions in the Indonesian E-Commerce Automotive Sector. Jurnal Bina Manajemen, 9(2), 113. https://doi.org/10.52859/jbm.v9i2.158
Nuzuli, AK (2022). Motives for Using TikTok in Uses and Gratification Theory Perspective. KOMUNIKA Journal of Dakwah and Communication, 16(1), 15. https://doi.org/10.24090/komunika.v16i1.4787
Pratiwi, A., & Suasana, IGAKG (2018). THE ROLE OF BRAND CREDIBILITY IN MEDIATING THE EFFECT OF ENDORSER CREDIBILITY ON BRAND EQUITY. E-Journal of Management, Udayana University , 8 (1), 352. https://doi.org/10.24843/ejmunud.2019.v08.i01.p13
Priatama, R., Ramadhan, IH, Zuhaida, A.-, Akalili, A., & Kulau, F. (2021). ANALYSIS OF DIGITAL MARKETING TECHNIQUES ON THE TIKTOK APPLICATION (Case Study of the TikTok Account @jogjafoodhunterofficial). SOCIA Journal of Social Sciences , 18 (1), 49. https://doi.org/10.21831/socia.v18i1.40467
Putranto, T.D., Suyanto, B., & Ariadi, S. (2022). Digital marketing communication of skincare products to develop men's consumptive behavior. Deleted Journal , 6 (1), 199. https://doi.org/10.25139/jsk.v6i1.4346
Putri, STO, & Sulaeman, E. (2022). The Influence of Digital Marketing and Service Quality on Coffee Shop Consumer Purchasing Decisions at Anaqi Coffee Shop in Subang Regency. J-MAS (Journal of Management and Science) , 7 (2), 906. https://doi.org/10.33087/jmas.v7i2.564
Rachmania, R. (2021). The Influence of Perceived Social Media Marketing on Instagram Shopee Indonesia on Purchase Intention in E-Commerce. Syntax Literate Indonesian Scientific Journal , 6 (6), 2998. https://doi.org/10.36418/syntax-literate.v6i6.1417
Radianto, AJ, & Kilay, TN (2023). THE EFFECT OF FOMO (FEAR OF MISSING OUT) AND INFLUENCERS ON PURCHASE INTENTION IN E-COMMERCE.
Rohmawati, S. (2020). How Endorser Credibility Strengthens Brand Equity: Case Study in Shoppe Consumers. Journal of Business Management Review , 1 (1), 18. https://doi.org/10.47153/jbmr.v1i1.7
Santoso, C., & Immanuel, DM (2022). THE EFFECT OF CELEBRITY ENDORSERS ON PURCHASE INTENTION IN FOOD PRODUCT ADVERTISING. PERFORMA , 6 (6), 494. https://doi.org/10.37715/jp.v6i5.2146
Septiani, I., Udayana, I., & Hatmanti, LT (2022). Analysis of the Influence of Celebrity Endorsers, Brand Image, and Product Quality on Purchasing Decisions for Ms Glow Cosmetic Products Through Word of Mouth as a Mediating Variable. Journal of Business Disruption , 5 (1), 42. https://doi.org/10.32493/drb.v5i1.17205
Sarkis, N., Maalouf, N. J. A., Saliba, E., & Azizi, J. (2025). The impact of augmented reality within the fashion industry on purchase decisions, customer engagement, and brand loyalty. International Journal of Fashion Design Technology and Education, 1. https://doi.org/10.1080/17543266.2025.2470187
Sjoraida, D.F., Simamora, B., Diwyarthi, N.D.M.S., Setianti, Y., & Aisyah, S. (2024). Analysis of the Influence of Marketing Communication, Electronic Word of Mouth, and Product Quality on iPhone Purchasing Decisions. Jurnal EMT KITA , 8 (3), 1145. https://doi.org/10.35870/emt.v8i3.2738
Sujana, ER, Verinita, & Sari, DK (2023). The Influence of Brand Experience and Brand Engagement on Brand Loyalty with Brand Trust as a Mediating Variable. Journal of Business Economics Informatics , 554. https://doi.org/10.37034/infeb.v5i2.567
Suryani, R., & Adhitama, GB (2021). THE EFFECT OF PROMOTION STRATEGY, BRAND IMAGE, AND PRODUCT QUALITY ON PURCHASING DECISIONS AT GUYUB RUKUN MART BANJARMANGU, BANJARNEGARA. Medikonis , 12 (1), 26. https://doi.org/10.52659/medikonis.v12i1.33
Suryaningrat, Y., Sutrisno, S., & Ratih, SD (2021). The Effect of Product Quality and Pricing on Consumer Satisfaction of Refillable Drinking Water. Management Economics and Accounting, 2(2), 117. https://doi.org/10.37012/ileka.v2i2.734
Thamrin, H., & Santoso, T. (2025). The Influence of Content Creators and Digital Storytelling on the Brand Image of Local Cosmetics in Jabodetabek: A Case Study of the Brand Something. Besaung Journal of Art, Design, and Culture , 10 (1), 52. https://doi.org/10.36982/jsdb.v10i1.4403
Wachyuni, SS, & Priyambodo, TK (2020). THE INFLUENCE OF CELEBRITY ENDORSEMENT IN RESTAURANT PRODUCT PURCHASE DECISIONS MAKING. International Journal of Management Innovation & Entrepreneurial Research , 6 (2), 45. https://doi.org/10.18510/ijmier.2020.625
Werdiasih, RD, Karnowati, NB, & Yoana, Y. (2022). ANALYSIS OF THE EFFECT OF PRICE PERCEPTION, BRAND IMAGE, AND PRODUCT QUALITY ON PURCHASE DECISIONS. Journal of Regional Innovation, 1(1), 48. https://doi.org/10.56655/jid.v1i1.6
Widyanto, HA, & Agusti, CR (2020). Beauty influencers in the digital age: How does it influence the purchase intention of generation Z? Journal of Management and Services Marketing, 13(1), 1. https://doi.org/10.25105/jmpj.v13i1.5453
Wijiyanto, A. A., & Basiya, R. (2023). The Effect Of Hedonic Consumption, Availability Of Money And Positive Emotion On Impulsive Purchase In E-Commerce Shopee (Case Study In Semarang Communities).
Yanthi, C. K., & Brahmana, R. K. (2019). Pengaruh Brand Authenticity, Self-image Congruity, Brand Storytelling, Dan Social Influence Terhadap Use Behavior Melalui Behavior Intention Pada Lyncloth Bali. Agora, 7(2), 287196. https://www.neliti.com/publications/287196/pengaruh-brand-authenticity-self-image-congruity-brand-storytelling-dan-social-i
Zaman, S. A. A., Anwar, A., & Haque, I. U. (2023). Examining the Mediating Effect of Online Engagement and Online Reviews: The Influence of Influencer Credibility on Consumer Purchase Intentions. Pakistan Business Review, 24(4), 389. https://doi.org/10.22555/pbr.v24i4.872
Published
2025-09-12
How to Cite
Marli, M., & Dwi Danesty Deccasari. (2025). The Role of Social Media Influencer Attractiveness and Credibility in Increasing Consumer Engagement and Purchasing Decisions: An Empirical Study on Skincare Products. International Journal of Economics, Business and Innovation Research, 4(05), 447-471. https://doi.org/10.63922/ijebir.v4i05.2271
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Email : ijebir@citakonsultindo.or.id / editor.ijebir@gmail.com
