<![CDATA[Influencer marketing has become a key strategy in the fashion industry, making it essential to understand the factors that drive consumers' purchase intentions. This study examines the effects of influencers' perceived expertise, attractiveness, similarity, and trustworthiness on purchase intention, as well as the mediating role of brand trust in the relationship between trustworthiness and purchase intention. A causal research design was employed using data collected from 202 social media users who had been exposed to fashion influencer content. Respondents were selected through purposive sampling, and the data were analyzed using Structural Equation Modeling (SEM) with SPSS and AMOS. The findings reveal that perceived expertise, attractiveness, similarity, and trustworthiness all have positive and significant effects on purchase intention. In addition, trustworthiness significantly enhances brand trust, which in turn positively influences purchase intention. Brand trust also partially mediates the relationship between trustworthiness and purchase intention, extending the Source Credibility Theory by highlighting the importance of brand trust as an underlying mechanism. These findings suggest that fashion companies should prioritize influencer credibility attributes rather than popularity alone when selecting influencers. By focusing on trustworthy, knowledgeable, attractive, and relatable influencers, brands can strengthen consumer trust and increase purchase intention]]>
