ISSN: 2222-6990
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The rise of local perfume brands in Indonesia has intensified the need for effective digital marketing strategies, particularly through influencer marketing. This study investigates the impact of influencer credibility and attractiveness on purchase intention for local perfume products, with customer engagement and brand awareness examined as serial mediators. Data were collected from 306 Batam City, Indonesia respondents and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS. The findings reveal that influencer credibility and attractiveness significantly influence purchase intention, directly and indirectly through engagement and awareness. The study’s main contribution lies in its use of a serial mediation model, providing deeper insight into how emotional (engagement) and cognitive (awareness) responses jointly influence consumer decisions. Practical implications suggest that local perfume brands should collaborate with credible and visually appealing influencers to enhance consumer interaction and brand visibility. This research offers strategic guidance for digital marketing practitioners and contributes to refining influencer marketing theory within the context of emerging local brands.
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