Influencer Credibility Impact on Somethinc Purchase Intention via Online Engagement: Study of Tasya Farasya on YouTube

Abstract

The purpose of the study was to analyze the effect of influencer credibility on purchase intention of Somethinc skincare products on consumers in the Special Region of Yogyakarta through online customer engagement, the sample of this study consisted of 120, the data were analyzed using Partial Least Square (PLS). The results of this study Attractiveness affects purchase intention, Trustworthiness affects purchase intention, Expertise has no effect on purchase intention, Attractiveness affects online customer engagement, Trustworthiness affects online customer engagement, Expertise affects online customer engagement, Online customer engagement affects purchase intention, Attractiveness affects purchase intention through online customer engagement, Trustworthiness affects purchase intention through online customer engagement, Expertise affects purchase intention through online customer engagement.