| dc.description.abstract | The advanced development in new marketing tactics and online service have become
an essential component of the global retail structure in recent years. Due to the ongoing
digitalization of modern life, the retail scene, like many other businesses, has experienced
significant alteration since the birth of the internet. Therefore, customers from practically
every country today benefit from the advantages of online purchases. In recent years,
applying influencer marketing have had rapid jump in trend for marketing campaigns in
beauty industry, by utilizing social media influencers are those individuals who have
significant influence in a certain community regarding of photos, videos, and other updates
on social media. This study aims to clarify how various elements influence their credibility
and even to customer’ purchase intention. An online survey form was conducted to collect
data on social media platforms. As a result, 270 respondents are aged from 18 to 30, both
male and females who usually subscribe and follow skincare tutorial videos on Internet are
analyzed by using SPSS and PLS SEM. This study pointed out the relationship of online
purchase intention and credibility with five determinants influence to trust: Knowledge,
Helpfulness, Relatability, Self-confidence, and Articulation. Moreover, the purchase
intention of consumers is directly affected by an influencer’s credibility | en_US |
