The Effect of Influencer Credibility on Brand Trust and PurchaseIntention toward Local Skincare Brands among Gen Z Consumers in Jabodetabek

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Kaur, Prisilya Raj (2026) The Effect of Influencer Credibility on Brand Trust and PurchaseIntention toward Local Skincare Brands among Gen Z Consumers in Jabodetabek. Diploma thesis, IPMI Institute.

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Abstract

The beauty and personal care industry in Indonesia remained a growing sector, where skincare products becoming even more prominent. Local skincare brands growing penetration level create serious competition for the brand in question, hence it becomes vital to raise consumer trust and purchase intention with good communication. Concurrently, social media use has democratized the role of influencers in consumer perception and decision-making processes amongst Gen Z consumers; thus influencer marketing is becoming a relevant local skincare strategy channel for driving engagements with younger cohorts. This research is to analyze how Influencer Credibility affects Brand Trust and Purchase Intention toward local skincare brands in Generation Z samples from Jabodetabek, and also investigate if Brand Trust mediates the effect of Influencer Credibillity on Purchase Intention. Higher-order constructs such as Influencer Credibility are tested including Expertise, Trustworthiness and Attractiveness. The present study employed a quantitative research method as the design using survey and purposive sampling methods. The data were gathered from Gen Z respondents who lived in Jabodetabek and had known local skincare brands also being exposed to the social media of skincare influencers by using an online questionnaire. Finally, a total of 143 responses were collected and analysed after eliminating all incomplete (n = 1) answers. The analysis of the data was performed by using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS. The results found that Influencer Credibility has a positive and significant effect on Brand Trust, and Purchase Intention. Purchase Intention is also positively and significantly affected by Brand Trust. Additionally, Brand Trust is a partial mediator between Influencer Credibility and Purchase Intention. These findings show that influencer credibility is an important factor underlying the trust and purchase intention of Gen Z consumers in Jabodetabek towards local skincare brands.

Keywords: Influencer Credibility, Brand Trust, Purchase Intention, Influencer Marketing, Generation Z, Local Skincare Brands

Item Type: Thesis (Diploma)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: sandra margaretha
Date Deposited: 30 Sep 2026 08:30
Last Modified: 30 Sep 2026 08:30
URI: http://repository.ipmi.ac.id/id/eprint/3061

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