JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

GREEN BEAUTY IN DIGITAL ERA : THE ROLE OF INFLUENCER CREDIBILITY AND HOMOPHILY, MEDIATED BY MIMICRY DESIRE, ON BRAND TRUST IN GREEN BEAUTY PRODUCTS

Zahra Pandya (Unknown)
Iqbal Daulay, M. Yasser (Unknown)

Article Info

Publish Date
20 May 2026

Abstract

The purpose of this study is to investigate how brand trust for green beauty goods is shaped by homophily and influencer credibility, with mimicry desire serving as a mediator. This study uses a purposive sampling technique with 130 respondents who use eco-friendly beauty products in addition to a quantitative approach using SEM-PLS analysis with SmartPLS 4 software. A questionnaire was used to gather the data. According to the study's findings, brand trust and mimicry desire are significantly positively impacted by influencer credibility and homophily.

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...