<![CDATA[This study aims to analyze the influence of Social Media Influencer (SMI) Personal Authenticity, Trustworthiness, and Brand Awareness on Customer Purchase Intention, with SMI Inspiration as a mediating variable. The research method used a quantitative approach with Partial Least Squares (PLS-SEM) analysis. Data were obtained from respondents who use social media and have been exposed to influencer content. The results show that Brand Awareness and SMI Inspiration have a positive and significant effect on Customer Purchase Intention. SMI Personal Authenticity has a significant effect on SMI Inspiration, but does not directly influence purchase intention. Meanwhile, SMI Trustworthiness does not show a significant effect on either SMI Inspiration or Customer Purchase Intention. The R-square value indicates that the model has strong explanatory power. These findings indicate that the inspiration provided by influencers and the level of brand awareness are important elements in driving consumer purchase intention. This study implies that companies need to emphasize inspiration-based marketing strategies and strengthening brand awareness rather than solely relying on influencer credibility.]]>
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