<![CDATA[The rapid growth of social media has transformed marketing practices, particularly for local micro, small, and medium enterprises (MSMEs) that often face limitations in brand visibility and consumer trust. In this context, influencer marketing has emerged as an effective strategy to enhance product exposure and influence consumer behavior. This study aims to examine the effect of influencer authenticity on purchase intention toward local MSME products, with a particular emphasis on gender differences. This research employs a quantitative approach using a cross-sectional survey design involving 113 social media users in Indonesia. Data were collected through an online questionnaire and analyzed using descriptive and correlation analysis. The results indicate that influencer authenticity has a strong and significant relationship with purchase intention (r = 0.80, p < 0.01), suggesting that higher perceived authenticity leads to higher purchase intention. The findings also reveal that authenticity functions as a trust signal in digital environments and operates through a trust transfer mechanism, where trust in influencers extends to the products they endorse. Furthermore, gender differences influence how authenticity is interpreted, with female consumers being more responsive to emotional and relational cues, while male consumers emphasize credibility and informational aspects. This study contributes to the literature on digital marketing and media studies by integrating a gender perspective into influencer marketing effectiveness. Practically, the findings provide insights for MSMEs in designing more effective and targeted influencer marketing strategies based on authenticity and audience segmentation.]]>
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