Peran Social Media Fitness Influencers (SMIs) terhadap Keputusan Pembelian Produk Kebugaran
Abstract:
Purpose: This study aimed to analyze the effect of physical attractiveness and social attractiveness on the purchase intention of fitness products, with trustworthiness and perceived expertise as intervening variables.
Methodology/Approach: This study uses a quantitative approach. Data collection involved distributing online questionnaires to 200 respondents using Google Forms. The sampling technique used was a non-probability sampling technique using the purposive sampling method, which was then processed using Structural Equation Modeling (SEM) using the PLS program.
Results: This study found that physical attractiveness had a positive and significant effect on trustworthiness. Physical attractiveness has a positive and significant effect on perceived expertise. Social attractiveness had a positive and significant effect on trustworthiness. Social attractiveness has a positive and significant effect on perceived expertise. Trustworthiness has a positive and significant effect on purchase intention. Perceived expertise has a positive and significant effect on purchase intention.
Limitations: The number of respondents and the variables used were limited to physical and social attractiveness, with trustworthiness and perceived expertise as intervening variables. Thus, other possible variables could influence the purchase intention of fitness products.
Contribution: This study contributes to the determination of corporate policies to increase purchase intention using physical attractiveness, social attractiveness, trustworthiness, and perceived expertise as intervening variables.
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Abby, E., & Irwansyah, I. (2021). Penggunaan Celebrity Endorser pada Media Sosial Instagram dalam Meningkatkan Brand Engagement. Jurnal Ilmiah Wahana Pendidikan, 7(5), 73–86.
Aini, N. Q., & Zagladi, A. N. (2025). TikTok sebagai Media Pemasaran Digital?: Efek Influencer Marketing dan E-WOM terhadap Keputusan Pembelian Produk Skincare. Studi Akuntansi, Keuangan, Dan Manajemen, 4(2), 265–274. https://doi.org/10.35912/sakman.v4i2.3799
AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy, 31(3), 355–374. https://doi.org/10.1108/RIBS-07-2020-0089
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Alkitbi, S. S., Alshurideh, M., Al Kurdi, B., & Salloum, S. A. (2020). Factors affect customer retention: A systematic review. International Conference on Advanced Intelligent Systems and Informatics, 656–667.
Angelia, M., & Widjaja, W. (2024). Pengaruh Selebgram Endorsement dan E-Wom terhadap Keputusan Pembelian Konsumen Bittersweet by Najla melalui Niat Beli. Studi Akuntansi, Keuangan, Dan Manajemen, 4(1), 13–31. https://doi.org/10.35912/sakman.v4i1.3074
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Batoebara, M. U. (2018). Membangun Trust (Kepercayaan) Pasangan dengan melalui Komunikasi Interpersonal. Warta Dharmawangsa, 57.
Breves, P. L., Liebers, N., Abt, M., & Kunze, A. (2019). The perceived fit between instagram influencers and the endorsed brand: How influencer–brand fit affects source credibility and persuasive effectiveness. Journal of Advertising Research, 59(4), 440–454.
Burton-Jones, A., Akhlaghpour, S., Ayre, S., Barde, P., Staib, A., & Sullivan, C. (2020). Changing the conversation on evaluating digital transformation in healthcare: Insights from an institutional analysis. Information and Organization, 30(1).
Chaiken, S. (2022). Physical appearance and social influence. In Physical appearance, stigma, and social behavior (pp. 143–178). Routledge.
Chen, Y., Tingchi Liu, M., Liu, Y., Chang, A. W., & Yen, J. (2022). The influence of trust and relationship commitment to vloggers on viewers’ purchase intention. Asia Pacific Journal of Marketing and Logistics, 34(2), 249–267. https://doi.org/10.1108/APJML-08-2020-0626
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Dhanesh, G. S., & Duthler, G. (2019). Relationship management through social media influencers: effects of followers’ awareness of paid endorsement. Publ. Relat. Rev., 45(3).
Djafarova, E., & Bowes, T. (2021). Instagram made Me buy it: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59.
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7.
Ernestivita, G., Budiyanto, B., & Suhermin, S. (2023). Seni Digital Marketing untuk Meningkatkan Pembelian Impulsif dan Compulsif.
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Isabella, G. (2022). Persuasion and the Six Cialdini Principles Applied in Social Marketing. In The Palgrave Encyclopedia of Social Marketing (pp. 1–8). Springer.
Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49, 366–376.
Jones, L., & Smith, R. (2022). The Evolution of Skincare Marketing: From Traditional to Digital. International Journal of Marketing Studies, 14(3), 78–91.
Ki, C. W. C., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55.
Kim, D. Y., & Kim, H.-Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223–232.
Kusmardianto, A. D., & Rahayu, F. (2023). Anteseden dan Konsekuensi dari Parasocial Interaction dada Produk Kosmetik Lokal. Jurnal Pendidikan Tambusai, 7(1), 992–1001.
Lim, X. J., Mohd Radzol, A. R. bt, Cheah, J.-H. (Jacky), & Wong, M. W. (2017). The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. Asian Journal of Business Research, 7(2), 19–36.
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.
Mettenheim, W. von, & Wiedmann, K. (2021). The complex triad of congruence issues in influencer marketing. Journal of Consumer Behaviour, 20(5), 1277–1296.
Patzer, G. L. (1983). Source credibility as a function of communicator physical attractiveness. Journal of Business Research, 11(2), 229–241. https://doi.org/https://doi.org/10.1016/0148-2963(83)90030-9
Pramudito, E. S., Rizkalla, N., & Purnamaningsih, P. (2022). The Influence of Physical Attractiveness, Social Attractiveness and Attitude Homophily towards the Credibility of Travel Vlogger. Formosa Journal of Sustainable Research, 1(7), 1167–1184.
Purwianti, L., & Ricarto, T. (2018). Analisa Faktor-Faktor Yang Mempengaruhi Purchase Intention Pada Pengguna Smartphone Di Batam. Jurnal Manajemen Maranatha, 18(1), 41–56. https://doi.org/https://doi.org/10.28932/jmm.v18i1.1095
Putri, M., & Sumardi, L. (2023). Dampak Teknologi Informasi Terhadap Pola Interaksi Masyarakat: Studi Kasus Di Desa Jantuk Lombok Timur. As-Sabiqun, 5(1), 14–24.
Rifa’i, M. L., & Abdurrahman, A. (2023). Pengaruh Karakteristik Influencer Marketing terhadap Niat Beli Online Konsumen pada Platform Tiktok. Universitas Islam Indonesia.
Rizkianti, H., & Kurniawati. (2021). Determinan Purchase intention: Perspektif Pelanggan Minimarket. Journal of Management and Business Review, 18(2), 223–235. https://doi.org/https://doi.org/10.34149/jmbr.v18i2.275
Sari, P. P. (2023). Strategi Influencer dalam Upaya Meningkatkan Niat Beli di Social Commerce. Jurnal Nasional Manajemen Pemasaran & SDM, 4(4), 214–237.
Schouten, A. P., Janssen, L., & Verspaget, M. (2021). Celebrity vs Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. In Leveraged Marketing Communications, 208–231.
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SocialPubli. (2019). Influencer Marketing Report: A Marketer’s Perspective.
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53.
Sudha, M., & Sheena, K. (2017). Impact of influencers in consumer decision process: the fashion industry. SCMS Journal of Indian Management, 14(3), 14–30.
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Suriyadi, F. I. (2021). Pengaruh Perceived Information Quality, Dan Endorser Credibility Terhadap Purchase Intention Dengan Brand Trust Sebagai Variabel Intervening; Produk Scarlett Whitening. Jurnal Strategi Pemasaran, 8(2), 15.
Suryakrisna, A., & Susanti, C. E. (2024). The Influence of Attractiveness and Expertise of Influencers towards Purchase Intention Mediated by Bran Image in the Erigo Clothing Line Brand in Indonesia. Technium Soc. Sci. J., 53, 259.
Tafesse, W., & Wood, B. P. (2021). Followers’ engagement with instagram influencers: The role of influencers’ content and engagement strategy. Journal of Retailing and Consumer Services, 58.
Wang, S. W., & Scheinbaum, A. C. (2018). Enhancing brand credibility via celebrity endorsement: Trustworthiness trumps attractiveness and expertise. Journal of Advertising Research, 58(1), 16–32.
Wulandari, N., & Isa, M. (2025). Pengaruh Online Customer Review dan Flash Sale Promotion yang Dimediasi oleh Sikap terhadap Minat Beli Skincare Skintific pada Marketplace Shopee. Studi Akuntansi, Keuangan, Dan Manajemen, 4(2), 301–315. https://doi.org/10.35912/sakman.v4i2.3874
Wulandari, W., & Septrizola, W. (2021). Celebrity Endorsement and Purchase Intentions: The Role Of Trust, Attractiveness, Suitability Product. Jurnal Pundi, 5(2).
Yerasani, S., Appam, D., Sarma, M., & Tiwari, M. K. (2019). Estimation and maximization of user influence in social networks. International Journal of Information Management, 47, 44–51.
Yuan, S., & Lou, C. (2020). How social media influencers foster relationships with followers: The roles of source credibility and fairness in parasocial relationship and product interest. Journal of Interactive Advertising, 20(2), 133–147.
Zulfa, J. S. (2023). Pengaruh Sosial Media Influencer Terhadap Purchase Intention Dengan Trustworthiness Sebagai Mediator di Ms Glow. Neraca: Jurnal Ekonomi, Manajemen Dan Akuntansi, 1(4), 479–491. https://doi.org/https://doi.org/10.572349/neraca.v1i4.375
- Abby, E., & Irwansyah, I. (2021). Penggunaan Celebrity Endorser pada Media Sosial Instagram dalam Meningkatkan Brand Engagement. Jurnal Ilmiah Wahana Pendidikan, 7(5), 73–86.
- Aini, N. Q., & Zagladi, A. N. (2025). TikTok sebagai Media Pemasaran Digital?: Efek Influencer Marketing dan E-WOM terhadap Keputusan Pembelian Produk Skincare. Studi Akuntansi, Keuangan, Dan Manajemen, 4(2), 265–274. https://doi.org/10.35912/sakman.v4i2.3799
- AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy, 31(3), 355–374. https://doi.org/10.1108/RIBS-07-2020-0089
- Alfinaldi, A. (2023). Pengaruh Fashion Influencer terhadap Sikap Merek dan Niat Beli Konsumen. Universitas Islam Indonesia.
- Alhabash, S., & Ma, M. (2017). A tale of four platforms: Motivations and uses of Facebook, Twitter, Instagram, and Snapchat among college students?. Social Media+ Society, 3(1).
- Alkitbi, S. S., Alshurideh, M., Al Kurdi, B., & Salloum, S. A. (2020). Factors affect customer retention: A systematic review. International Conference on Advanced Intelligent Systems and Informatics, 656–667.
- Angelia, M., & Widjaja, W. (2024). Pengaruh Selebgram Endorsement dan E-Wom terhadap Keputusan Pembelian Konsumen Bittersweet by Najla melalui Niat Beli. Studi Akuntansi, Keuangan, Dan Manajemen, 4(1), 13–31. https://doi.org/10.35912/sakman.v4i1.3074
- Aryando, P., Surya, A., Desmon, D., Yudhinanto, Y., Hasbullah, H., & Sari, E. M. (2024). Pengaruh Harga, Produk, Lokasi dan Promosi terhadap Minat Beli pada PT. Medico Global Pratama Bandar Lampung . Jurnal Akuntansi, Keuangan, Dan Manajemen, 5(3 SE-Articles), 287–297. https://doi.org/10.35912/jakman.v5i3.3265
- Batoebara, M. U. (2018). Membangun Trust (Kepercayaan) Pasangan dengan melalui Komunikasi Interpersonal. Warta Dharmawangsa, 57.
- Breves, P. L., Liebers, N., Abt, M., & Kunze, A. (2019). The perceived fit between instagram influencers and the endorsed brand: How influencer–brand fit affects source credibility and persuasive effectiveness. Journal of Advertising Research, 59(4), 440–454.
- Burton-Jones, A., Akhlaghpour, S., Ayre, S., Barde, P., Staib, A., & Sullivan, C. (2020). Changing the conversation on evaluating digital transformation in healthcare: Insights from an institutional analysis. Information and Organization, 30(1).
- Chaiken, S. (2022). Physical appearance and social influence. In Physical appearance, stigma, and social behavior (pp. 143–178). Routledge.
- Chen, Y., Tingchi Liu, M., Liu, Y., Chang, A. W., & Yen, J. (2022). The influence of trust and relationship commitment to vloggers on viewers’ purchase intention. Asia Pacific Journal of Marketing and Logistics, 34(2), 249–267. https://doi.org/10.1108/APJML-08-2020-0626
- DataReportal. (2024). The state of digital in Indonesia in 2024. Datareportal.Com. https://datareportal.com/reports/digital-2024-indonesia?utm_source=chatgpt.com
- De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. Int. J. Advert, 36(5), 798–828.
- Dhanesh, G. S., & Duthler, G. (2019). Relationship management through social media influencers: effects of followers’ awareness of paid endorsement. Publ. Relat. Rev., 45(3).
- Djafarova, E., & Bowes, T. (2021). Instagram made Me buy it: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59.
- Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7.
- Ernestivita, G., Budiyanto, B., & Suhermin, S. (2023). Seni Digital Marketing untuk Meningkatkan Pembelian Impulsif dan Compulsif.
- Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2017). Multivariate data analysis: Maxwell Macmillan International Editions. Prentice Hall.
- Hakim, I. N. (2019). Media Promosi Yang Ramah Wisatawan Milenial Millennial Tourist Friendly Promotional Media. Jurnal Kepariwisataan Indonesia, 13(2), 1–23.
- InfluencerMarketingHub. (2020). Top 25 Influencers in the UK - Influencers Making a Name for Themselves.
- Iqbal, A., Aleem, U., Quratuailain, S., & Sufyan, M. (2023). Investigating the Influence of Trust, Attractiveness, Perceived Expertise, and Perceived Credibility on Attitude Toward the Influencer: The Mediating Role of Attitude Toward the Influencer and Moderating Role and Perceived Risks. KASBIT Business Journal, 16(3), 41–60.
- Irrawati, M. D., & Isa, M. (2025). Pengaruh Influencer Marketing dan Live Streaming terhadap Perilaku Pembelian Skintific di Tiktok Shop dengan Niat Pembelian sebagai Variabel Mediasi. Studi Akuntansi, Keuangan, Dan Manajemen, 4(2), 275–288. https://doi.org/10.35912/sakman.v4i2.3770
- Isabella, G. (2022). Persuasion and the Six Cialdini Principles Applied in Social Marketing. In The Palgrave Encyclopedia of Social Marketing (pp. 1–8). Springer.
- Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49, 366–376.
- Jones, L., & Smith, R. (2022). The Evolution of Skincare Marketing: From Traditional to Digital. International Journal of Marketing Studies, 14(3), 78–91.
- Ki, C. W. C., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55.
- Kim, D. Y., & Kim, H.-Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223–232.
- Kusmardianto, A. D., & Rahayu, F. (2023). Anteseden dan Konsekuensi dari Parasocial Interaction dada Produk Kosmetik Lokal. Jurnal Pendidikan Tambusai, 7(1), 992–1001.
- Lim, X. J., Mohd Radzol, A. R. bt, Cheah, J.-H. (Jacky), & Wong, M. W. (2017). The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. Asian Journal of Business Research, 7(2), 19–36.
- 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.
- Mettenheim, W. von, & Wiedmann, K. (2021). The complex triad of congruence issues in influencer marketing. Journal of Consumer Behaviour, 20(5), 1277–1296.
- Patzer, G. L. (1983). Source credibility as a function of communicator physical attractiveness. Journal of Business Research, 11(2), 229–241. https://doi.org/https://doi.org/10.1016/0148-2963(83)90030-9
- Pramudito, E. S., Rizkalla, N., & Purnamaningsih, P. (2022). The Influence of Physical Attractiveness, Social Attractiveness and Attitude Homophily towards the Credibility of Travel Vlogger. Formosa Journal of Sustainable Research, 1(7), 1167–1184.
- Purwianti, L., & Ricarto, T. (2018). Analisa Faktor-Faktor Yang Mempengaruhi Purchase Intention Pada Pengguna Smartphone Di Batam. Jurnal Manajemen Maranatha, 18(1), 41–56. https://doi.org/https://doi.org/10.28932/jmm.v18i1.1095
- Putri, M., & Sumardi, L. (2023). Dampak Teknologi Informasi Terhadap Pola Interaksi Masyarakat: Studi Kasus Di Desa Jantuk Lombok Timur. As-Sabiqun, 5(1), 14–24.
- Rifa’i, M. L., & Abdurrahman, A. (2023). Pengaruh Karakteristik Influencer Marketing terhadap Niat Beli Online Konsumen pada Platform Tiktok. Universitas Islam Indonesia.
- Rizkianti, H., & Kurniawati. (2021). Determinan Purchase intention: Perspektif Pelanggan Minimarket. Journal of Management and Business Review, 18(2), 223–235. https://doi.org/https://doi.org/10.34149/jmbr.v18i2.275
- Sari, P. P. (2023). Strategi Influencer dalam Upaya Meningkatkan Niat Beli di Social Commerce. Jurnal Nasional Manajemen Pemasaran & SDM, 4(4), 214–237.
- Schouten, A. P., Janssen, L., & Verspaget, M. (2021). Celebrity vs Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. In Leveraged Marketing Communications, 208–231.
- Setiawan, Z., Nurapriyanti, T., Ibrahim, H., Nurchayati, N., Jumiati, E., Aslichah, A., & Iswahyudi, M. S. (2023). PERILAKU KONSUMEN: Panduan Praktis untuk Pemasaran yang Sukses. PT. Sonpedia Publishing Indonesia.
- SocialPubli. (2019). Influencer Marketing Report: A Marketer’s Perspective.
- Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53.
- Sudha, M., & Sheena, K. (2017). Impact of influencers in consumer decision process: the fashion industry. SCMS Journal of Indian Management, 14(3), 14–30.
- Sudiro, A. (2021). Perilaku Organisasi. Bumi Aksara.
- Supriyanto, A., Jayanti, T., Hikmawan, M. A., Zulfa, F. N., & Fanzelina, A. S. (2023). The Influence of Perceived Credibility, Trustworthiness, Perceived Expertise, Likeability, Similarity, Familiarity, and Attractiveness on Purchase Intention: A Study on Halal Bakery Products in Kudus Regency. NIZAM: International Journal of Islamic Studies, 1(1), 29–45.
- Suriyadi, F. I. (2021). Pengaruh Perceived Information Quality, Dan Endorser Credibility Terhadap Purchase Intention Dengan Brand Trust Sebagai Variabel Intervening; Produk Scarlett Whitening. Jurnal Strategi Pemasaran, 8(2), 15.
- Suryakrisna, A., & Susanti, C. E. (2024). The Influence of Attractiveness and Expertise of Influencers towards Purchase Intention Mediated by Bran Image in the Erigo Clothing Line Brand in Indonesia. Technium Soc. Sci. J., 53, 259.
- Tafesse, W., & Wood, B. P. (2021). Followers’ engagement with instagram influencers: The role of influencers’ content and engagement strategy. Journal of Retailing and Consumer Services, 58.
- Wang, S. W., & Scheinbaum, A. C. (2018). Enhancing brand credibility via celebrity endorsement: Trustworthiness trumps attractiveness and expertise. Journal of Advertising Research, 58(1), 16–32.
- Wulandari, N., & Isa, M. (2025). Pengaruh Online Customer Review dan Flash Sale Promotion yang Dimediasi oleh Sikap terhadap Minat Beli Skincare Skintific pada Marketplace Shopee. Studi Akuntansi, Keuangan, Dan Manajemen, 4(2), 301–315. https://doi.org/10.35912/sakman.v4i2.3874
- Wulandari, W., & Septrizola, W. (2021). Celebrity Endorsement and Purchase Intentions: The Role Of Trust, Attractiveness, Suitability Product. Jurnal Pundi, 5(2).
- Yerasani, S., Appam, D., Sarma, M., & Tiwari, M. K. (2019). Estimation and maximization of user influence in social networks. International Journal of Information Management, 47, 44–51.
- Yuan, S., & Lou, C. (2020). How social media influencers foster relationships with followers: The roles of source credibility and fairness in parasocial relationship and product interest. Journal of Interactive Advertising, 20(2), 133–147.
- Zulfa, J. S. (2023). Pengaruh Sosial Media Influencer Terhadap Purchase Intention Dengan Trustworthiness Sebagai Mediator di Ms Glow. Neraca: Jurnal Ekonomi, Manajemen Dan Akuntansi, 1(4), 479–491. https://doi.org/https://doi.org/10.572349/neraca.v1i4.375