Pengaruh Kredibilitas Influencer terhadap Purchase Behavior melalui Purchase Intention Skincare Pria Bromen

Bagas Nur Hadiyanto; Hanifa Nur Fadhilla

doi:10.32534/jv.v21i3.8809

Authors

Bagas Nur Hadiyanto Islamic University of Indonesia
Hanifa Nur Fadhilla Islamic University of Indonesia

DOI:

https://doi.org/10.32534/jv.v21i3.8809

Keywords:

Trustworthiness, Expertise, Attractiveness, Purchase Intention, Purchase Behavior

Abstract

Indonesia's men's skincare market has grown rapidly, encouraging brands such as Bromen to rely on influencer marketing to build consumer trust; however, prior studies remain inconsistent on how influencer credibility drives actual purchase behavior rather than purchase intention alone. This study aims to examine the influence of influencer trustworthiness, expertise, and attractiveness on purchase intention, and the effect of purchase intention on purchase behavior among consumers of Bromen men’s skincare products. Using a quantitative approach with purposive sampling, data were collected from 150 male respondents in Indonesia who had used Bromen products and analysed with Partial Least Squares-Structural Equation Modeling (PLS-SEM) via SmartPLS 4. Findings show that trustworthiness, expertise, and attractiveness have positive and significant effects on purchase intention, with attractiveness the most dominant dimension, followed by expertise and trustworthiness. Purchase intention also has a positive and significant effect on purchase behavior, although its explanatory power remains weak, indicating that intention alone does not fully translate into behavior. These findings confirm the relevance of Source Credibility Theory and the Theory of Planned Behavior in explaining consumer behavior toward Bromen products. Future research is recommended to incorporate additional variables beyond the proposed model for a more comprehensive explanation of purchase behavior.

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