The Influence of Influencer Credibility on Purchase Intention of Local Skincare Products Through Brand Trust Among Tiktok Users in Indonesia

Abstract

This study aims to analyze the influence of Influencer Credibility on Purchase Intention of local skincare products mediated by Brand Trust among Generation Z. Using a quantitative approach, data were collected from 234 active TikTok users via purposive sampling in early 2025. Data analysis using PLS-SEM showed that Influencer Credibility has a significant positive effect on Brand Trust and Purchase Intention. Furthermore, Brand Trust was proven to partially mediate this relationship. These findings imply that influencers not only trigger impulsive buying but are also effective in building long-term trust in local brands