Mediating Role of Advertisement Credibility in Beauty Influencer Trust and Local Balinese Skincare Purchases
Abstract
Competition in the beauty sector is very competitive, because this industry has many enthusiasts. However, people do not have much knowledge about local skincare products. This study explores the relationship between trust in beauty influencers, advertisement credibility, brand credibility, and the purchase intention of local skincare products. The sample used is 100 Generation Z , the test was conducted with PLS – SEM. The research findings support six hypotheses. The results indicate that trust in beauty influencers enhances brand trust in skincare products. Generation Z consumers trust advertisements because they offer accurate, comprehensive, and appealing product information, thereby eliciting a purchase intention. Additionally, beauty influencers are perceived as capable of providing honest information, which further influences purchase intention. The implications of this study suggest that effective advertisement credibility can increase consumer intention to purchase local skincare products in Bali.
Keywords: advertisement credibility; beauty influencer trust; brand credibility; purchase intention
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Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 314(324), 2–4.
Ameen, N., Cheah, J. H., & Kumar, S. (2022). It’s all part of the customer journey: The impact of augmented reality, chatbots, and social media on the body image and self‐esteem of Generation Z female consumers. Psychology & Marketing, 39(11), 2110–2129.
Bhandari, M., & Rodgers, S. (2020). What does the brand say? Effects of brand feedback to negative eWOM on brand trust and purchase intentions. In Electronic Word of Mouth as a Promotional Technique , 125–141.
Boon, L. K., Fern, Y. S., & Chee, L. H. (2020). Generation Y’s purchase intention towards natural skincare products: A PLS-SEM analysis. Global Business and Management Research, 12(1), 61–77.
Britt, R. K., Hayes, J. L., Britt, B. C., & Park, H. (2020). Too big to sell? A computational analysis of network and content characteristics among mega and micro beauty and fashion social media influencers. Journal of Interactive Advertising, 20(2), 111–118.
Chang, Y., & Geng, L. (2022). Planned or unplanned purchases? The effects of perceived values on omnichannel continuance intention. International Journal of Retail & Distribution Management, 50(12), 1535–1551.
Chen, J. L., & Dermawan, A. (2020). The influence of YouTube beauty vloggers on Indonesian consumers’ purchase intention of local cosmetic products. International Journal of Business and Management, 15(5), 100–116.
Hassan, S. H., Teo, S. Z., Ramayah, T., & Al-Kumaim, N. H. (2021). The credibility of social media beauty gurus in young millennials’ cosmetic product choice. The Credibility of Social Media Beauty Gurus in Young Millennials’ Cosmetic Product Choice, 16(3), e0249286.
Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. Social Media Influencers in Strategic Communication, 24–67.
Hunt, S. D., & Morgan, R. M. (1994). Relationship marketing in the era of network competition. Marketing Management, 3(1), 18.
Hussain, S., Melewar, T. C., Priporas, C. V., Foroudi, P., & Dennis, C. (2020). Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility. Journal of Business Research, 109, 472–488.
Ihzaturrahma, N., & Kusumawati, N. (2021). Influence of Integrated Marketing Communication To Brand Awareness and Brand Image Toward Purchase Intention of Local Fashion Product. International Journal of Entrepreneurship and Management Practices, 5(15), 23–41.
Li, R., Vafeiadis, M., Xiao, A., & Yang, G. (2020). The role of corporate credibility and bandwagon cues in sponsored social media advertising. Corporate Communications: An International Journal, 25(3), 495–513.
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73.
Lu, B., & Chen, Z. (2021). Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective. Information & Management, 58(7), 103509.
Mandler, T., Bartsch, F., & Han, C. M. (2021). Brand credibility and marketplace globalization: The role of perceived brand globalness and localness. Journal of International Business Studies, 52, 1559–1590.
Martín-Consuegra, D. , Faraoni, M. , Díaz, E. , & Ranfagni, S. (2018). Exploring relationships among brand credibility, purchase intention and social media for fashion brands: A conditional mediation mode. Journal of Global Fashion Marketing, 9(3), 237–251.
Meylani, T., Rizal, S., Elisa, A., & Nurul, T. (2022). Gender Based Differences in Business Model, Online Community Participation and Period of Becoming Entrepreneur in Relation to Product Creativity and Social Marketing . Matrik:Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan , 16(2), 194–203.
Moslehpour, M., Dadvari, A., Nugroho, W., & Do, B. R. (2021). The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services. Asia Pacific Journal of Marketing and Logistics, 33(2), 561–583.
Nadlifatin, R., Miraja, B., Persada, S., Belgiawan, P., Redi, A. A. N., & Lin, S. C. (2020). The measurement of University students’ intention to use blended learning system through technology acceptance model (TAM) and theory of planned behavior (TPB) at developed and developing regions: Lessons learned from Taiwan and Indonesia. International Journal of Emerging Technologies in Learning , 15(9), 219–230.
Ningrum, D. O., & Ruspitasari, W. D. (2022). Beauty Influencer: Homophily Relationship, Product Quality Beauty Product And Purchasing Decision. International Journal Of Science, Technology & Management, , 3(3), 641–646.
Portal, S., Abratt, R., & Bendixen, M. (2019). The role of brand authenticity in developing brand trust. Journal of Strategic Marketing, 27(8), 714–729.
Shaddiq, S., Iyansyah, M. I., Sari, S., & Zainul, H. M. (2021). The effect of marketing promotion management on public service advertising in strengthening digital communication. Strategic Management Business Journal, 1(2), 1–16.
Shahid, I. M., Ul Hassan, M., & Habibah, U. (2018). Impact of self-service technology (SST) service quality on customer loyalty and behavioral intention: The mediating role of customer satisfaction. Cogent Business and Management, 5(1). https://doi.org/10.1080/23311975.2018.1423770
Singh, R. P., & Banerjee, N. (2018). Exploring the influence of celebrity credibility on brand attitude, advertisement attitude and purchase intention. Global Business Review, 19(6), 1622–1639.
Sutia, S., Riadi, R., Tukirin, T., Pradipta, I., & Fahlevi, M. (2023). Celebrity endorsement in social media contexts: Understanding the role of advertising credibility, brand credibility, and brand satisfaction. International Journal of Data and Network Science, 7(1), 57–64.
Suwitho, S., Hindah, M., & Fastha, A. P. (2023). Impact of Tourist Satisfaction Attributes on Behaviour of Sharing Tourism Experiece on Social Media . Matrik:Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan, 17(2), 171–183.
Tan, Z., Sadiq, B., Sadiq, B., Bashir, T., Mahmood, H., & Rasool, Y. (2022). Investigating the impact of green marketing components on purchase intention: The mediating role of brand image and brand trust. Sustainability, 14(10), 5939.
Tiwari, P., & Joshi, H. (2020). Factors influencing online purchase intention towards online shopping of Gen Z. International Journal of Business Competition and Growth, 7(2), 175–187.
Tran, A., Rosales, R., & Copes, L. (2020). Paint a better mood? Effects of makeup use on YouTube beauty influencers’ self-esteem. Sage Open, 10(2).
Ulmaghfiroh, N., Giningroem, D. S. W. P., Vikaliana, R., & Setyawati, N. W. (2021). Peran Price Discount Dalam Memoderasi Pengaruh Social Media Marketing dan Product Knowledge Terhadap Purchase Intention Produk Visval Bags. Jurnal Abiwara, 2(2), 49–59.
Wang, S., Liao, Y. K., Wu, W. Y., & Le, K. B. H. (2021). The role of corporate social responsibility perceptions in brand equity, brand credibility, brand reputation, and purchase intentions. . . Sustainability, 13(21), 11975.
Ward, T. (2020). Explaining and trusting expert evidence: What is a ‘sufficiently reliable scientific basis’?. The International Journal of Evidence & Proof, 24(3), 233–254.
Xu, J., & Gao, X. (2021). E-payment systems, e-marketing, and e-advertising. E-Business In The 21st Century: Essential Topics And Studies, 7, 125.
Zhao, J., Butt, R. S., Murad, M., Mirza, F., & Saleh, A.-F. MA. (2022). Untying the influence of advertisements on consumers buying behavior and brand loyalty through brand awareness: the moderating role of perceived quality. Frontiers in Psychology, 12, 803348.
Published
2025-02-28
How to Cite
FEBRI PURNAMA SARI, Desak Made et al.
Mediating Role of Advertisement Credibility in Beauty Influencer Trust and Local Balinese Skincare Purchases.
Matrik : Jurnal Manajemen, Strategi Bisnis, dan Kewirausahaan, [S.l.], p. 45 - 58, feb. 2025.
ISSN 2302-8890.
Available at: <https://ojs.unud.ac.id/index.php/jmbk/article/view/116232>. Date accessed: 25 mar. 2025.
doi: https://doi.org/10.24843/MATRIK:JMBK.2025.v19.i01.p05.
Section
Articles
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
