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All Journal Ilomata International Journal of Management Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Jurnal Ekonomi Pertanian Unimal Visioner & Strategis Management Research and Behavior Journal International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) Jurnal Intelek Dan Cendikiawan Nusantara Jurnal Intelek Insan Cendikia Journal of Accounting Research, Utility Finance and Digital Assets (JARUDA) Jurnal Akuntansi Malikussaleh
Nurainun
Universitas Malikussaleh
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THE INFLUENCE OF INFLUENCER MARKETING ON PURCHASE INTENTION THROUGH BRAND AWARENESS AS MEDIATION Afifah Nurjannah; Heriyana; Nurainun; Khairina AR
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 10 (2026): SEPTEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.22866429

Abstract

This study aims to analyze the influence of attractiveness, expertise, and trustworthiness of influencers on purchase intention with brand awareness as a mediating variable in Cushion Skintific consumers. The background of this study is based on the growing development of digital marketing through influencers that encourages cosmetic companies to utilize influencer characteristics as a strategy to increase brand awareness and consumer purchase intention. This study uses a quantitative approach with the Structural Equation Modeling (SEM) analysis method based on Partial Least Square (PLS). The research data were obtained by distributing questionnaires to 184 respondents who met the criteria as social media users and were familiar with Cushion Skintific products. The results of the study indicate that expertise and trustworthiness have a positive and significant effect on purchase intention, while attractiveness does not have a significant effect on purchase intention. Furthermore, attractiveness and trustworthiness have a significant effect on brand awareness, while expertise does not have a significant effect on brand awareness. The results also show that brand awareness has a positive and significant effect on purchase intention. In addition, brand awareness is able to fully mediate the relationship between attractiveness and purchase intention, and partially mediate the relationship between trustworthiness and purchase intention. However, brand awareness is not able to mediate the relationship between expertise and purchase intention.
Co-Authors Ade Merry Salwa Adnan Adnan Afifah Nurjannah Agustinawati Alisa Alisa Alya Musnida Andini Andini Cut Putri Mellita Sari Fitrah Rahmadhani Hamdiah Hamdiah Heriyana Heriyana Ikramuddin, Ikramuddin Iskandarsyah Isra Mawarni Jihan Fahira Jullimursyida Khairina Khairina AR Mahpriza Putra Mariyudi Mariyudi Martua Rahmat Marzuki Marzuki Maya Rahayu Melly Wahyundari Miftahul Jannah Moch Heikal Mohd. Heikal Muchsin Muchsin Muhammad Fadli Hasballah Muhammad Taufan Syahqran Zazil N Nursavira Naufal Bachri, Naufal Naz'aina Naz'aina Nazila Firza Rahmaniar Rahmaniar Rahmaniar Rasyimah, Rasyimah Rico Nur Ilham Risa Novia Riska Munanda Ristati Ristati Safwan Samsul Bahri Sapna Biby Sari Yulis Terfiadi Suci Mulyana Syafruddin Chan Syamsul Bahri Syamsul Bahri T. Edyansyah, T. Edyansyah Widyana Verawaty Siregar Zulfan