The Relationship Between Advertising Attractiveness and Influencer Marketing toward Purchase Decision through Trustworthiness
Date Published : 15 September 2026
Contributors
Clara Zsaumi
University of Siliwangi
Corresponding Author
Keywords
Advertising Attractiveness
Influencer Marketing
Trustworthiness
Purchase Decision
Proceeding
Track
General Track
License
Copyright (c) 2026 International Seminar and Conference on Management, Research, and Transformation (I-SMART)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Abstract
The rapid growth of digital technology and social media has reshaped how consumers interact with brands and make purchasing decision. The integration of e-commerce and social platforms, such as the collaboration between Tokopedia and Tiktok, has created a new digital shopping environment that values visual engagement, interactivity, and message authenticity. This study examines the influence of Advertising Attractiveness and Influencer Marketing on Purchase Decision, with Trustworthiness as a mediating variable among Tokopedia users connected through TikTok. A quantitative survey was conducted among users who had made purchases through the integrated platforms, and data were analyzed using Covariance-Based Structural Equation Modeling. The study highlights the key role of trust as a bridge between digital marketing strategies and consumer behavior, emphasizing that emotional connection and message integrity are central to purchase decisions. These findings offer valuable insights for marketers to prioritize authenticity, transparency, and credibility in building meaningful and sustainable relationships with consumers.
References
Alcántara-Pilar, J. M., Rodriguez-López, M. E., Kalinić, Z., & Liébana-Cabanillas, F. (2024). From likes to loyalty: Exploring the impact of influencer credibility on purchase intentions in TikTok. Journal of Retailing and Consumer Services, 78, 103709. https://doi.org/10.1016/j.jretconser.2024.103709
Arnould, E. J., & Thompson, C. J. (2005). Consumer Culture Theory (CCT): Twenty Years of Research. Journal of Consumer Research, 31(4), 868–882. https://doi.org/10.1086/426626
Askegaard, S., & Linnet, J. T. (2011). Towards an epistemology of consumer culture theory. Marketing Theory, 11(4), 381–404. https://doi.org/10.1177/1470593111418796
Balakrishnan, B. K. P. D., Dahnil, M. I., & Yi, W. J. (2014). The Impact of Social Media Marketing Medium toward Purchase Intention and Brand Loyalty among Generation Y. Procedia - Social and Behavioral Sciences, 148, 177–185. https://doi.org/10.1016/j.sbspro.2014.07.032
Chen, Y., Qin, Z., Yan, Y., & Huang, Y. (2024). The Power of Influencers: How Does Influencer Marketing Shape Consumers’ Purchase Intentions? Sustainability, 16(13), 5471. https://doi.org/10.3390/su16135471
Coutinho, F., Dias, A., & F. Pereira, L. (2023). Credibility of social media influencers: Impact on purchase intention. Human Technology, 19(2), 220–237. https://doi.org/10.14254/1795-6889.2023.19-2.5
Durmaz, Y., Cavus, O., & Wilk-Jakubowski, G. (2023). The Effect of Influencer Marketing on Trust, Trust Tendency and Consumer Purchase Intention: Instagram Example. Research in Economics and Management, 8(1), p1. https://doi.org/10.22158/rem.v8n1p1
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hastiana, A. T., & Astuti, R. D. (2023). Analisis Pengaruh Kredibilitas Influencer Marketing Terhadap Minat Beli Pada Industri Skincare Merek Lokal Indonesia. Journal of Economic, Bussines and Accounting (COSTING), 7(1), 399–409. https://doi.org/10.31539/costing.v7i1.6646
Hussain, A., Ting, D. H., & Mazhar, M. (2022). Driving Consumer Value Co-creation and Purchase Intention by Social Media Advertising Value. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.800206
Jadil, Y., Rana, N. P., & Dwivedi, Y. K. (2021). A meta-analysis of the UTAUT model in the mobile banking literature: The moderating role of sample size and culture. Journal of Business Research, 132, 354–372. https://doi.org/10.1016/j.jbusres.2021.04.052
Karunasingha, A., & Abeysekera, N. (2022). The mediating effect of trust on consumer behavior in social media marketing environments. South Asian Journal of Marketing, 3(2), 135–149. https://doi.org/10.1108/SAJM-10-2021-0126
Kim, D., & Wang, Z. (2024). Social media influencer vs. virtual influencer: The mediating role of source credibility and authenticity in advertising effectiveness within AI influencer marketing. Computers in Human Behavior: Artificial Humans, 2(2), 100100. https://doi.org/10.1016/j.chbah.2024.100100
Kline. (2016). Principles and Practice of Structural Equation Modeling.
kline. (2016). Principles and practice of structural equation modeling (4th ed.). New York: Guilford Press.
Kotler, P., Keller, K. lane, & Chernev, A. (2016). Marketing Management.
Li, Y., & Li, J. (2022). The Influence of Design Aesthetics on Consumers’ Purchase Intention Toward Cultural and Creative Products: Evidence From the Palace Museum in China. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.939403
Liu, M. (2022). Determining the Role of Influencers’ Marketing Initiatives on Fast Fashion Industry Sustainability: The Mediating Role of Purchase Intention. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.940649
Matusin, I. O., Matusin, A. R., Nasution, C. F., & Irma, D. (2023). The Effect of Social Media Marketing on Consumer Engagement and Electronic Word-Of-Mouth. International Journal of Social Science and Human Research, 06(02). https://doi.org/10.47191/ijsshr/v6-i2-06
McCracken, G. (1986). Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods. Journal of Consumer Research, 13(1), 71–84. https://doi.org/10.1086/209048
Migkos, S. P., Giannakopoulos, N. T., & Sakas, D. P. (2025). Impact of Influencer Marketing on Consumer Behavior and Online Shopping Preferences. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 111. https://doi.org/10.3390/jtaer20020111
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Puteri Lefina, Z., & Hidayat, A. (2022). The Influence of Social Media Influencer’s Trustworthiness on Engagement, Expected Value and Purchase Intention. Devotion : Journal of Research and Community Service, 3(8), 736–744. https://doi.org/10.36418/dev.v3i08.176
Sherbaz Khan. (2023). THE ROLE OF DIGITAL INFLUENCER CREDIBILITY ON PURCHASE INTENTION AND THE MEDIATING EFFECT OF CUSTOMER TRUST AND ENGAGEMENT. Global Journal for Management and Administrative Sciences, 4(1), 19–45. https://doi.org/10.46568/gjmas.v4i1.177
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, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
St, C. (2022). Structural Equation Modeling With AMOS. https://www.researchgate.net/publication/361909378
Sunil Justus, F. T. (2025). Trust And Purchase Intention In Influencer Marketing: A Study On Social Media Consumers In Emerging Markets. In Paper Trust And Purchase Intention in Influencer Marketing: A Study on Social Media Consumers in Emerging Markets SEEJPH: Vol. XXVII.
Tamara, D., Rafly, R., & Mersi, A. (2021). Attractiveness, Trustworthiness and Purchase Intention in Social Media Instagram: The Moderating Role of The Number of Followers. Syntax Idea, 3(8), 1824. https://doi.org/10.36418/syntax-idea.v3i8.1453
Teng, S., Wei Khong, K., Wei Goh, W., & Yee Loong Chong, A. (2014). Examining the antecedents of persuasive eWOM messages in social media. Online Information Review, 38(6), 746–768. https://doi.org/10.1108/OIR-04-2014-0089
Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer Endorsements: How Advertising Disclosure and Source Credibility Affect Consumer Purchase Intention on Social Media. Australasian Marketing Journal, 28(4), 160–170. https://doi.org/10.1016/j.ausmj.2020.03.002
Wiedmann, K.-P., & von Mettenheim, W. (2021). Attractiveness, trustworthiness and expertise – social influencers’ winning formula? Journal of Product & Brand Management, 30(5), 707–725. https://doi.org/10.1108/JPBM-06-2019-2442
Zhao, X., Xu, Z., Ding, F., & Li, Z. (2024). The Influencers’ Attributes and Customer Purchase Intention: The Mediating Role of Customer Attitude Toward Brand. Sage Open, 14(2). https://doi.org/10.1177/21582440241250122
Downloads
How to Cite
The Relationship Between Advertising Attractiveness and Influencer Marketing toward Purchase Decision through Trustworthiness (C. Zsaumi, Trans.). (2026). International Seminar and Conference on Management, Research, and Transformation (I-SMART), 1, 742-751. https://conference.unsil.ac.id/ismart/paper/view/225