<![CDATA[Purpose – This study investigates and evaluates the direct and indirect effects of personal branding and attitude homophily on purchase intention, emphasizing the mediating role of influencer credibility among consumers of Micro, Small, and Medium Enterprises (MSMEs) in Medan, Indonesia.Methodology – This study adopts a quantitative causal approach with an explanatory design, examining causal relationships between variables. The research involved 384 respondents selected through purposive sampling. Data were collected using an online questionnaire distributed via WhatsApp and Telegram. Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 3.0 was employed for statistical analysis.Findings – The results reveal that personal branding and attitude homophily significantly influence purchase intention, both directly and indirectly through influencer credibility as a mediating variable. The findings confirm that influencer credibility plays a crucial role in linking influencers’ social-psychological characteristics with consumer purchasing decisions in the digital marketplace.Originality/Novelty – This study highlights the mediating role of influencer credibility in the relationship between personal branding, attitude homophily, and purchase intention, offering new theoretical insights into digital marketing literature and extending understanding of persuasive mechanisms in influencer marketing, particularly in the MSME context.Implications – The research provides practical guidance for MSMEs in Medan, Indonesia, to optimize influencer-based marketing strategies. It is recommended that MSMEs collaborate with micro-influencers who demonstrate strong personal branding, share values with the target audience, and possess high credibility to enhance consumer trust and drive purchase intention effectively.]]>
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