ISSN: 2226-3624
Open access
The use of cosmetics has transformed from an aesthetic preference to an essential part of daily routines, particularly among women. This shift, driven by factors such as the increasing number of working women, urbanization, and growing self-confidence, has led to the steady growth of the cosmetics industry in Malaysia. This study explores the relationship between YouTube influencer credibility specifically, expertise, attractiveness, and trustworthiness with consumer purchase intentions in Malaysia's cosmetic market. The research draws on the Source Credibility Model and applies Structural Equation Modeling (SEM) via IBM-SPSS-AMOS version 24 to analyze data collected from 393 respondents. The findings indicate that expertise, attractiveness, and trustworthiness significantly influence consumer purchase intentions. Expertise emerges as the most influential factor, as consumers tend to trust knowledgeable influencers, particularly in product categories where expertise reduces perceived risks. Attractiveness also positively affects purchase intentions, with consumers associating aesthetically appealing influencers with desirable qualities. Trustworthiness plays a critical role in fostering trust and brand loyalty, as consumers value influencers perceived as sincere and authentic. These results highlight the growing influence of social media influencers in shaping consumer behavior and provide valuable insights for marketers looking to enhance their influencer marketing strategies. The study underscores the importance of selecting influencers who balance expertise, attractiveness, and trustworthiness to build credibility and effectively drive consumer purchase decisions.
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