The Influence of Influencer Marketing, Online Reviews, and Brand Credibility on Purchase Intention with Perceived Risk as an Intervening Variable

The Influence of Influencer Marketing, Online Reviews, and Brand Credibility on Purchase Intention with Perceived Risk as an Intervening Variable

Sukesi, Anjangsari Khaida Asaro, Mazuri Binti Abd. Ghani

The Influence of Influencer Marketing, Online Reviews, and Brand Credibility on Purchase Intention with Perceived Risk as an Intervening Variable

This study uses risk perception as an intervening variable to investigate how customer purchase intention is impacted by influencer marketing, internet reviews, and brand trustworthiness. This study's primary concern is how these characteristics affect consumers' intentions to buy, both directly and indirectly through perceptions of risk, which can affect a buyer's choice to buy a product. This study's primary goals are to evaluate the role that risk perception plays in decision-making about purchases and to investigate the empirical relationships between influencer marketing, online reviews, brand credibility, and buy intention. Questionnaires are used to collect data for this quantitative investigation. The Structural Equation Modelling (SEM) method was used to examine the data and test the relationship model between the variables under study. The findings demonstrated that risk perception and purchase intention are significantly impacted by brand credibility, with a large effect on both variables (path coefficient 0.319 for buy intention and 0.731 for risk perception). Online reviews and influencer marketing, on the other hand, have less of an impact on risk perception and purchase intention. The association between online reviews and purchase intention is found to be mediated by risk perception (path coefficient 0.298); however, the relationship between influencer marketing and buy intention is not mediated by risk perception. According to this study, businesses should concentrate on enhancing brand credibility in order to boost consumer buy intentions and consider how risk perception affects marketing tactics.

2025/06/15

https://insyma.org/proceedings/files/articles/Sukesi Anjangsari Khaida Asaro Mazuri Binti Abd Ghani.pdf

https://insyma.org/proceedings/items/show/441

Influencer Marketing, Kredibilitas Merek, Persepsi Risiko

786

792

3047-857X

Proceedings of the International Symposium on Management (INSYMA)

22

Fakultas Bisnis dan Ekonomika, Universitas Surabaya

Sukesi

Anjangsari Khaida Asaro

Mazuri Binti Abd. Ghani

130

Sukesi, Anjangsari Khaida Asaro, Mazuri Binti Abd. Ghani