Husna, Nadiatul and , Prof. Dr. Jati Waskito, S.E., M.Si., CHRM (2025) Examining The Mediating Role Of Perceived Influencer Credibility On The Relationship Between Source Credibility Elements And Purchase Intention On Tiktok. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Influencer marketing has emerged as a key method for advertising skincare products, particularly on the TikTok platform. This research examines the influence of three aspects of source credibility attractiveness, trustworthiness, and expertise, on the perception of credible influencers and their impact on buying intent. Additionally, it examines how perceived influencer credibility serves as a mediator. A quantitative method was employed, utilising PLS-SEM analysis with SmartPLS 3.0. Information was gathered from 203 TikTok users who had seen influencer ads for skincare items. The results indicated that appeal and reliability positively affected purchase intent, whereas knowledge had no direct effect. The findings highlighted that each of these three attributes significantly influenced the influencer's perceived credibility. The mediation analysis indicated that an influencer's perceived credibility partially mediated the connection between attractiveness and purchase intention, partially mediated the relationship between trustworthiness and purchase intention, and fully mediated the relationship between expertise and purchase intention. Additionally, the influencer’s perceived credibility was shown to positively affect purchase intention. These findings suggest that both visual appeal and trust can directly impact buying decisions, with knowledge playing a more indirect role in influencing the perception of influencer credibility. The present study contributes to the theoretical understanding of how influencer credibility develops and provides practical insights for skincare brands when selecting influencers.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Source Credibility Theory, Perceived Influencer Credibility, Purchase Intention, Influencer Marketing |
| Subjects: | H Social Sciences > HD Management, Business and Labor > Management H Social Sciences > HD Management, Business and Labor > Management > Marketing Management H Social Sciences > HE Communications > Social Media > Tik Tok |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | NADIATUL HUSNA |
| Date Deposited: | 21 Aug 2025 03:31 |
| Last Modified: | 12 Sep 2025 02:53 |
| URI: | http://eprints.ums.ac.id/id/eprint/138546 |
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