<![CDATA[This study examines how celebrity influencer credibility, influencer attractiveness, and online customer reviews shape purchase intention toward Erigo products on Shopee through consumer attitude and subsequent brand responses. It contributes by integrating influencer-related and customer-generated information into a sequential framework linking consumer attitude, brand awareness, brand loyalty, eWOM, and purchase intention. Grounded in the Theory of Planned Behavior and brand equity perspective, the study applies a quantitative design using data from 386 Indonesian Shopee users familiar with Erigo and analyzes the model with PLS-SEM. The findings show that influencer credibility, attractiveness, and online reviews significantly strengthen consumer attitude. Consumer attitude subsequently enhances brand awareness, brand loyalty, eWOM, and purchase intention, while these brand-related responses further increase purchase intention. Managers should prioritize credible influencers, authentic customer reviews, and engagement strategies that convert favorable attitudes into loyalty, advocacy, and purchasing interest.]]>
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