The Effect of Influencer Attributes on Purchase Intention with Perceived Characterizations and Brand Equity as Intervening Variables on Scarlett

The emergence of social media as a dominant platform for online engagement is a direct result of globalization; it has revolutionized human connection and laid the groundwork for new corporate strategies. The goal of this research is to identify the factors that influence consumers' intention to buy from influencers, controlling for perceived characterizations and brand equity. Data for this study was gathered quantitatively using non-probability sampling strategies based on purposive sampling, and then processed using SmartPLS version 3. For this study, 385 participants were surveyed, all of whom met the following criteria: familiarity with Scarlett products, an interest in purchasing, or actual purchase history; and exposure to Scarlett ads featuring social media influencers. Strong correlation between influencer attributes and buying intent. Influencers, their perception, and brand equity all affect buying intentions. Influencer traits greatly affect brand equity. Perceived characterizations and brand equity moderate influencer attributes and purchase intention.