Conference Universitas Siliwangi
International Seminar and Conference on Management, Research, and Transformation (I-SMART)

How Influencer Attributes Shape Purchase Intention: The Mediating Role of Perceived Emotional Value

Date Published : 10 September 2026

Contributors

Lutfia Tuzzahro

Siliwangi University
Author

Keywords

Social Media Influencer Relatability Perceived Authenticity Perceived Emotional Value Purchase Intention.

Proceeding

Vol. 1 (2025): International Seminar and Conference on Management, Research, and Transformation (I-SMART 1.0)

Track

General Track

License

Copyright (c) 2026 International Seminar and Conference on Management, Research, and Transformation (I-SMART)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

The rapid growth of social media platforms such as Tiktok has transformed beauty marketing, making influencers key figures in shaping consumer perceptions and purchase intention. This Study investigates how three key attributes of Social Media Influencers (SMIs) relability, trustworthiness, and authenticity influencer purchase intention, with perceived emotional value as a mediating variable. A quantitive approach, was employed using a structured questionnaire distributed to three hundred active social media users who had purchased beauty products recommended by influencers. Data were analyzed using covariance based structural equation modelling (CB-SEM) to test the hyphotesized relationships and asses the overall model fit. The findings reveal that relatability, trustworthinesss and authenticity each have significant positive effects on perceived emotional value. Furthermore, perceived emotional value has a strong and positive influencer on consumers purchase intention, serving as a key mediator that links influencer attributes to behavioral outcomes. These results underscore that emotional engagement plays a pivotal role ini transforming influencer into actual consumer intention to purchase. Consumers tend to form stronger emotional bonds when influencers appear authentic, trustworthy, and personally relatable, which enchances the overall perceived value of the endorsed products. Collaborations emphasizing sincerity, trust, and emotional storytelling are likely to create deeper consumer attachment and higher purchase conversion rates.

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How to Cite

Tuzzahro, L. . (2026). How Influencer Attributes Shape Purchase Intention: The Mediating Role of Perceived Emotional Value. International Seminar and Conference on Management, Research, and Transformation (I-SMART), 1, 564-573. https://conference.unsil.ac.id/ismart/paper/view/124