Title:
The Effect of Credibility, Reputation and Quality Information Value on Beauty Influencers to Repurchase Intention Skincare Products Mediated by Brand Trus

Authors:
Meidina Anggitasari, Yong Dirgiatmo, Indonesia

Abstract:

This study aims to examine the influence of credibility, reputation, and information quality of beauty influencers on the intention to repurchase skincare products, with brand trust as a mediating variable, based on the Theory of Consumer Purchase Behavior. Data were collected through an online survey of 250 young women of Generation Z in Solo Raya who previously purchased skincare products recommended by influencers via social commerce platforms TikTok Shop x Tokopedia. The data were analyzed using PLS-SEM with the help of SmartPLS 3.0. The outer model was evaluated through tests of convergent validity (outer loadings ≥ 0.7, AVE ≥ 0.5), discriminant validity (Fornell-Larcker criterion), and reliability (Cronbach’s Alpha, Composite Reliability, and Rho_A ≥ 0.7). The credibility and information quality of influencers are essential in building consumer trust, which ultimately drives repeat purchases. An influencer's reputation also contributes to strengthening trust, which in turn affects consumer loyalty; however, it does not have a direct impact on repurchase intention. This indicates that an influencer’s reputation supports the development of trust, but its influence on repurchase decisions operates through that trust. This study provides strategic insights for digital marketers and influencers to focus on enhancing these aspects in order to increase customer loyalty and boost sales of local skincare products through social commerce platforms.

DOI: https://doi.org/10.51505/IJEBMR.2025.9626