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All Journal Jurnal Minds: Manajemen Ide dan Inspirasi
De Vario, Ridho
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Influencer Attributes, Online Reviews, Consumer Attitude, and Purchase Intention for Erigo on Shopee De Vario, Ridho; Sugiat, Maria Apsari
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 13 No 2 (2026): September
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v13i2.59225

Abstract

This study examines how celebrity influencer credibility, influencer attractiveness, and online customer reviews shape purchase intention toward Erigo products on Shopee through consumer attitude and subsequent brand responses. It contributes by integrating influencer-related and customer-generated information into a sequential framework linking consumer attitude, brand awareness, brand loyalty, eWOM, and purchase intention. Grounded in the Theory of Planned Behavior and brand equity perspective, the study applies a quantitative design using data from 386 Indonesian Shopee users familiar with Erigo and analyzes the model with PLS-SEM. The findings show that influencer credibility, attractiveness, and online reviews significantly strengthen consumer attitude. Consumer attitude subsequently enhances brand awareness, brand loyalty, eWOM, and purchase intention, while these brand-related responses further increase purchase intention. Managers should prioritize credible influencers, authentic customer reviews, and engagement strategies that convert favorable attitudes into loyalty, advocacy, and purchasing interest.
Co-Authors Maria Apsari Sugiat