<![CDATA[This study aims to analyze the role of influencer credibility Beby Tsabina in shaping consumer attitudes and behavioral intentions towards Barenbliss products through Instagram social media. Background Problems: How do influencer credibility, Instagram social media, and self-congruence influence attitudes towards influencers and their impact on consumer behavioral intentions towards Barenbliss products. Novelty: This study combines three main variables of influencer credibility, Instagram social media, and self-congruence which are simultaneously analyzed towards consumer attitudes and intentions, especially in the local Indonesian context with a specific influencer figure, namely Beby Tsabina. Research Methods: The method used is a quantitative approach with a survey technique on Instagram users who know Beby Tsabina and Barenbliss products. Data were analyzed using Structural Equation Modeling (SEM) techniques. Finding/Results: The results show that influencer credibility, Instagram social media, and self-congruence have a significant positive effect on attitudes towards influencers, which in turn influence consumer behavioral intentions. Conclusion: The conclusion of this study is that credibility and congruence between influencers and consumers play a very important role in shaping purchase intentions through positive attitudes towards influencers.]]>
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