THE INFLUENCE OF INFLUENCER MARKETING ON PURCHASE INTENTION THROUGH BRAND AWARENESS AS MEDIATION
DOI:
10.5281/zenodo.22866429Published:
2026-09-21Downloads
Abstract
This study aims to analyze the influence of attractiveness, expertise, and trustworthiness of influencers on purchase intention with brand awareness as a mediating variable in Cushion Skintific consumers. The background of this study is based on the growing development of digital marketing through influencers that encourages cosmetic companies to utilize influencer characteristics as a strategy to increase brand awareness and consumer purchase intention. This study uses a quantitative approach with the Structural Equation Modeling (SEM) analysis method based on Partial Least Square (PLS). The research data were obtained by distributing questionnaires to 184 respondents who met the criteria as social media users and were familiar with Cushion Skintific products. The results of the study indicate that expertise and trustworthiness have a positive and significant effect on purchase intention, while attractiveness does not have a significant effect on purchase intention. Furthermore, attractiveness and trustworthiness have a significant effect on brand awareness, while expertise does not have a significant effect on brand awareness. The results also show that brand awareness has a positive and significant effect on purchase intention. In addition, brand awareness is able to fully mediate the relationship between attractiveness and purchase intention, and partially mediate the relationship between trustworthiness and purchase intention. However, brand awareness is not able to mediate the relationship between expertise and purchase intention.
Keywords:
attractiveness brand awareness expertise purchase intention trustworthiness.References
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Copyright (c) 2026 Afifah Nurjannah, Heriyana, Nurainun, Khairina AR
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