Increasing Consumer Engagement and Purchase Decisions Through Social Media Influencer Credibility: An Empirical Study on Skincare Products

Dwi Danesty Deccasari, Marli Marli

Abstract


This study examines the role of social media influencer credibility in influencing skincare product purchasing decisions by considering the mediation mechanism of consumer engagement. The quantitative approach used path analysis and was based on survey data from active skincare product users who follow influencers on social media platforms. The results indicate that influencer credibility has a significant direct positive influence on skincare product purchasing decisions. Furthermore, consumer engagement serves as an important mediator linking influencer credibility to purchasing decisions. This engagement is measured through active consumer interactions, such as comments, likes, and content sharing, which are considered valid indicators of emotional and cognitive attachment to the product. These findings confirm that influencer credibility not only builds trust directly but also increases consumer interaction, ultimately driving purchasing decisions indirectly. The practical implications of this study emphasize the importance of selecting influencers with credible reputations and developing content strategies that can increase engagement to maximize the effectiveness of skincare marketing campaigns. Recommendations for further research include exploring moderating variables, using longitudinal designs, and qualitative approaches to deepen understanding of the dynamics of this relationship.

Keywords


Engagement; Influencer Credibility; Purchasing Decisions

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DOI: http://dx.doi.org/10.33087/ekonomis.v10i2.2825

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