Influencer Marketing and MSME Product Purchase Decisions: The Role of Consumer Trust

This study examines the relationship between influencer marketing and consumers’ purchase decisions regarding micro, small, and medium-sized enterprise (MSME) products, with consumer trust in the promoted product as a mediator. Survey data were obtained from 160 consumers in Lamongan Regency, Indonesia, who had purchased an MSME product after encountering influencer-generated promotional content. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). Influencer marketing was positively associated with product trust (β = 0.704, p < 0.001), and trust was positively associated with purchase decision (β = 0.415, p < 0.001). Influencer marketing also retained a significant direct relationship with purchase decision (β = 0.382, p < 0.001). The indirect effect through trust was significant (β = 0.292, p < 0.001), supporting partial mediation. By distinguishing trust in the promoted MSME product from trust in the influencer, this study clarifies one pathway through which influencer communication is associated with consumers’ purchase decisions in a local MSME context. The findings suggest that influencer content should be credible, relevant, and informative, while product performance should substantiate the claims communicated.