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Journal : Golden Ratio of Mapping Idea and Literature Format

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The Effect of Influencer Credibility and User Reviews on Skincare Purchase Decisions: Evidence from Shopee Users in Bogor Rahman, Arif; Ariandi, Fajri; Arista, Roynaldi; Utama, Dani Chandra; Warsono
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i1.1776

Abstract

This study examines the influence of influencer credibility and trust in user reviews on skincare purchasing decisions via social media. Addressing a gap in prior research that largely focuses on general consumer goods, it highlights the skincare sector’s unique characteristics of high involvement, personal preference, and perceived risk. Influencer credibility dimensions include expertise, honesty, sincerity, and engagement, while trust in user reviews is measured through the impact of positive/negative feedback and the credibility of information on product ingredients and long-term effects. Using a quantitative survey with purposive sampling, questionnaires were distributed to frequent skincare buyers on social media. Data were analyzed through multiple regression. Results indicate that influencer expertise and honesty significantly boost purchasing decisions, with engagement fostering trust indirectly. Positive user reviews emphasizing product ingredients and long-term effects also significantly influence decisions, underscoring the value of credible peer content. Findings align with previous studies on the role of credibility and trust in online purchasing but stress the skincare industry’s reliance on transparency and product efficacy. Practically, marketers should collaborate with knowledgeable influencers, ensure transparent communication, and encourage detailed user reviews. Future research should consider moderators like brand loyalty, price sensitivity, and perceived safety.
Co-Authors ACHMAD HERIYANTO ACHMAD ZULFIKAR WIDIYANTO Aisyah, Synthia Nur Angestika Wilandari Anggi Yusniar Arif Rahman Arista, Roynaldi Asmiati Budi Santosa Budi Susetyo Chalimatuz Sa'diyah Dani Chandra Utama Davied Wahyu Wismanindra Dede Muhammad Hidayat Desyafitri, Naia DEWI PUTRIANA Dewi, Ria Rahmawati Diah Ayu Wulandari Dian Kurniasari DIANTINA, RIA Djoko Sutopo Erna Retna Rahadjeng Fajri Ariandi FARID NURDIANSYAH Favorisen R. Lumbanraja Fitriani Hendro Kuncoro, Hendro Humairosi, Lutfia Iman Pasu Marganda Hardianto Purba Iwan Setiawan Jihadi, Muhammad Krisnanda, Mikhael Ekklesia Kusmawan, Novit Ari Lestari, Novi Puji Lukman Rosyidi Maharani, Maria Marsella, Dhea MAYA MUSTIKA KARTIKA SARI, MAYA MIFTAHQUL JAYA ROSITA Muhammad Syaifullah Mursidi Mustofa Usman Nauval Adi C Notiragayu Oksiana Jatiningsih Okzarima, Wenty Putri, Amelia Fallizia R, Lukman Rahmanu Wijaya Rizqi Anisa Sarmini Shella, Tiara Pramay Shiroth, Salman Fathy Siti Khusnul Sriati Su'admaji, Arif Suciati, Indah Sulandra, Ardelia Maharani Syabrinildi Syafiq Mughni syafira, qorina aulya Tri Utami Utami, Bernadhita Herindri Samodera Wamiliana Wardhani Utami Dewi Widiarti Zahro, Fatimataz ZAKI BASTOMI