Influencer Credibility and Congruency's Impact on Purchase Intentions for Local Skincare Brands

This study examines how influencer credibility and congruency affect purchase intention for local skincare brands in Indonesia, both directly and indirectly through the mediators attitude toward the influencer and brand attitude. Using a quantitative explanatory design with structural equation modeling–partial least squares (SEM-PLS), data was collected from 250 skincare users in Malang familiar with local beauty influencers. The findings show that both credibility and congruency significantly and positively impact purchase intention. These factors also influence consumer attitudes toward influencers, which in turn affect brand attitude and ultimately purchase intention. The study confirms that attitude toward the influencer mediates the relationship between influencer characteristics and consumer buying behavior, while brand attitude further mediates the impact on purchase decisions. The results highlight that not only credibility but also the compatibility between the influencer and the brand is crucial in shaping consumer trust, perceptions, and behavior. Successful influencer marketing in local skincare depends largely on selecting influencers aligned with the brand’s identity and values. This research offers practical insights for firms to optimize influencer selection strategies and enhance consumer–brand relationships through trust and consistent messaging.