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All Journal JURNAL MANAJEMEN MOTIVASI
Zahra Pandya
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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GREEN BEAUTY IN DIGITAL ERA : THE ROLE OF INFLUENCER CREDIBILITY AND HOMOPHILY, MEDIATED BY MIMICRY DESIRE, ON BRAND TRUST IN GREEN BEAUTY PRODUCTS Zahra Pandya; Iqbal Daulay, M. Yasser
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8901

Abstract

The purpose of this study is to investigate how brand trust for green beauty goods is shaped by homophily and influencer credibility, with mimicry desire serving as a mediator. This study uses a purposive sampling technique with 130 respondents who use eco-friendly beauty products in addition to a quantitative approach using SEM-PLS analysis with SmartPLS 4 software. A questionnaire was used to gather the data. According to the study's findings, brand trust and mimicry desire are significantly positively impacted by influencer credibility and homophily.
Co-Authors Iqbal Daulay, M. Yasser