JOURNAL OF THEORETICAL AND APPLIED MANAGEMENT https://e-journal.unair.ac.

id/jmtt
Jurnal Manajemen Teori dan Terapan p-ISSN: 1979-3650 e-ISSN: 2548-2149

Original Research Volume 17, No. 3, 2024

Checkout or Scroll Down? Investigating TikTok’ Influencer

Credibility Effects on Followers' Purchase Intentions

*Salsabil Dwi Kusuma Prasetyo , Nurdin Sobari

Master of Management Program, Faculty of Economic and Business, Universitas Indonesia, Depok, Indonesia

Correspondence*:
Address: Jl. Prof. Dr. Sumitro Djojohadikusumo UI Depok, Jawa Barat, Indonesia 16424| e-mail: [email protected]

Abstract

Objective: This study explores the influence of influencer credibility on consumer purchasing intentions on TikTok,
focusing on the Indonesian market. It examines the mediating roles of trust and online engagement in the relationship
between influencer credibility and purchasing intentions, providing insights into influencer marketing strategies.
Design/Methods/Approach: A quantitative approach was employed, using questionnaires to collect data from 356
TikTok users who had made purchases on TikTok. Regression analysis tested the relationships between influencer
credibility, trust, online engagement, and purchase intention.
Findings: The study found that attractiveness positively and significantly impacts credibility, trust, and purchase
intention. Credibility also positively influences trust. Furthermore, trust and online engagement are positively linked to
purchase intention. While reliability and expertise positively influence credibility and online engagement, they do not
significantly impact purchase intention.
Originality/Value: This research applies the SOR (Stimulus-Organism-Response) model by examining the impact of
influencer credibility factors—physical attractiveness, reliability/honesty, and expertise—on purchase intention,
mediated by trust and online engagement. It provides empirical evidence and a theoretical framework for understanding
consumer behavior in TikTok influencer marketing campaigns.
Practical/Policy Implication: Our results provide a deeper understanding of how TikTok influencer's credibility can
influence trust, online engagement, and consumer purchasing intentions in TikTok. The practical implications of this
research can guide companies in improving their relationship marketing strategies, significantly increasing consumer
purchasing intentions. In addition, the theoretical contribution of this research can improve understanding of the concept
of influencer credibility and provide a summary of trust, online engagement, and purchase intention.

Keywords: Influencer Credibility, Purchase Intention, Trust, Influencer Marketing

JEL Classification: M31, M37

DOI: https://doi.org/10.20473/jmtt.v17i3.58532
Received: Jun 5, 2024; Revised: Jul 25, 2024; Sept 6, 2024; Accepted: Nov 27, 2024; Available online: Dec 20, 2024
Copyright © 2024, The Author(s)
Published by Universitas Airlangga, Department of Management, Faculty of Economics and Business
This article is published under the Creative Commons Attribution 4.0 (CC-BY) International License. The full terms of this license
may be seen at: https://creativecommons.org/licenses/by/4.0/

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1. Introduction
Social media platforms have become integral components of digital marketing strategies in the rapidly evolving
digital landscape. TikTok, a short-form video-sharing app that allows users to create and share videos on any topic, has
emerged as a dominant force among these platforms, particularly among younger demographics (Iqbal, 2024). Its unique,
interactive content format offers brands and influencers novel opportunities for direct engagement with their audiences.
Influencer marketing effectively enhances brand awareness and purchasing intent by leveraging influential individuals to
promote products or brands. The credibility of an influencer—encompassing trustworthiness, expertise, and
attractiveness—plays a crucial role in the success of such campaigns (Rivai et al., 2023). High perceived credibility can
enhance trust in the advertised brand and positively influence purchasing intentions (Martiningsih & Setyawan, 2022).
Trust and online engagement act as mediators in the relationship between influencer credibility and purchasing intent,
strengthening the connection between audiences and brands (Mabkhot et al., 2022), while online engagement enhances
visibility and positive perceptions of brands (Lin & Nuangjamnong, 2022; Putri & Dermawan, 2023).
Recent studies highlight the significant impact of influencer credibility on purchasing intent, with trust and online
engagement serving as pivotal mediators (Lou & Yuan, 2019). With over two billion downloads globally, TikTok
represents the fastest-growing social media platform, offering significant opportunities for brands to reach their target
audience through influencers (Sensor Tower, 2023). Research further confirms that highly credible influencers can boost
purchasing intent by up to 33% compared to those perceived as less credible. This research underscores the importance
of selecting appropriate influencers for marketing campaigns (Backlinko, 2024). TikTok's user base is vast and diverse,
with 1.56 billion monthly active users as of 2024, making it the fifth most popular social media platform globally (Singh,
2024). The platform has a broad international reach, with significant numbers of users in regions like Asia-Pacific, North
America, and Europe (DataReportal, 2023). The U.S. alone accounts for 170 million monthly active users, highlighting
its widespread adoption beyond its country of origin (Backlinko, 2024). Additionally, TikTok has been downloaded more
than four billion times globally and generated an estimated $16.1 billion in revenue in 2023, reflecting a 67% increase
year-on-year (Iqbal, 2024). The average TikTok user spends approximately 58 minutes on the app daily, emphasizing the
platform's high engagement levels (Singh, 2024).
Several studies have identified the role of influencer credibility in influencing purchase intentions. However, there
is still room to explore further how trust and online engagement function as mediating variables in the relationship
between influencer credibility and consumer purchase intentions. For example, a study by Alcántara-Pilar et al. (2024)
found that influencer credibility positively impacts purchase intentions through the mediation of trust. Similarly, AlFarraj
et al. (2021) emphasized the significant role of online engagement in mediating the relationship between influencer
credibility and purchase intentions in the aesthetic dermatology industry. Bi et al. (2022) explored the effects of
parasocial relationships and found that influencer credibility mediates the relationship between these relationships and
purchase intentions, while Sokolova and Kefi (2020) highlighted that credibility and parasocial interaction significantly
influence purchase intentions on Instagram and YouTube. Lou and Yuan (2019) also showed that message value and
influencer credibility enhance consumer trust and purchase intentions on social media. However, research on how these
two mediating variables interact and influence the purchase decision-making process on TikTok still needs to be carried
out.
TikTok's exponential growth creates new opportunities for more direct and intimate interactions between
brands and their audiences and highlights the importance of influencer credibility in influencing consumer purchase
intention. Therefore, this research aims to explore influencer credibility's global impact on TikTok and consumer
purchase intentions. It will also investigate the role of trust and online engagement as mediating variables in this
relationship. In this study, the authors adopt the SOR (Stimulus-Organism-Response) model to evaluate the impact of
specific environmental stimuli, namely credibility factors such as physical attractiveness, reliability/honesty, and expertise,
on emotional responses (O). The study also investigates the impact of trust on loyalty to the influencer, purchase
intention, and intention to recommend the product (R).
Our research makes several important contributions. First, we contribute to the influencer marketing literature
by applying the SOR model to the context of TikTok, highlighting the significance of credibility factors in driving
consumer purchase intentions. Second, by incorporating trust and online engagement as mediating variables, we offer a
more nuanced understanding of how these factors influence consumer behavior on social media platforms. Third, our
study provides empirical evidence specific to the Indonesian market, adding valuable insights to the limited research on
TikTok's impact in non-Western contexts. Finally, the findings offer practical implications for marketers, suggesting
strategies for selecting and managing influencers to maximize the effectiveness of marketing campaigns on TikTok.
This research employs a quantitative approach using questionnaire surveys to collect data from diverse TikTok
users. Data will be analyzed using partial least squares structural equation modeling (PLS-SEM) to test the hypotheses.
The paper is structured as follows: Section 2 details the research methodology, Section 3 presents the results, Section
4 discusses the findings, and Section 5 concludes the study with theoretical and practical implications.

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2. Literature Review and Hypotheses Development

2.1. Theoretical Background
The Stimulus-Organism-Response (SOR) model, proposed by Mehrabian and Russell (1974), explains how
environmental stimuli (S) trigger emotional responses (O) that lead to behavioral responses (R). This model shows that
environmental stimuli influence human behavior through emotional and cognitive processes within the organism
(Buxbaum, 2016). It has been widely used to understand consumer behavior by analyzing how external stimuli affect
internal states, driving behavioral responses. For example, in retail settings, factors like store layout, lighting, and music
can elicit emotions such as pleasure or arousal, leading to behaviors like increased time spent in the store or higher
purchase amounts (Barros et al., 2019). This versatile model applies to physical and digital environments, helping to
understand how stimuli evoke emotional responses that lead to specific behaviors (Goi et al., 2018). The SOR framework
highlights that cognitive responses (perceptions and evaluations) and affective responses (feelings and emotions) are
crucial in shaping behavior, offering a robust structure to examine how different environmental elements impact
decision-making and behaviors.
The SOR model has been extensively used to understand consumer behavior across various contexts. Mazaheri
et al. (2011) compared the online behavior of Canadian and Chinese visitors, finding that website informativeness,
effectiveness, and entertainment influenced emotional responses and subsequent behaviors like site attitudes and
purchase intentions. Vo and Nguyen (2021) applied the SOR model and social exchange theory to Vietnamese retail,
showing how government regulation and store fairness triggered consumer entitlement behavior through trust and
perceived quality and Gatautis et al. (2016) used the model to examine gamification's impact on online consumer
behavior, highlighting how game elements influenced purchase intentions through emotional and cognitive responses.
While these studies showcase the SOR model's broad applicability, our research focuses on social media influencer
marketing on TikTok, examining how influencer credibility impacts consumer trust and online engagement, ultimately
influencing purchase intentions. This distinct focus provides unique insights into the mechanisms driving consumer
behavior on TikTok.
In our proposed framework, the SOR model explains the relationship between influencer credibility, trust,
online engagement, and purchase intentions on TikTok. Influencer credibility, encompassing physical attractiveness,
reliability/honesty, and expertise, is the environmental stimulus (S). These credibility factors are posited to evoke
emotional and cognitive responses within consumers, specifically trust in the influencer and online engagement (O).
Trust in the influencer strengthens the emotional bond between the consumer and the influencer, fostering a sense of
reliability and authenticity. Online engagement, characterized by interactions such as likes, comments, and shares,
enhances the visibility and perceived value of the promoted products. These mediating variables (O) influence the
consumers' behavioral response, which is the intention to purchase the advertised products (R). By adopting the SOR
model, this study aims to comprehensively understand how influencer credibility impacts consumer behavior on TikTok,
mediated by trust and online engagement.

2.2 Hypotheses Development

2.2.1 The Effect of Attractiveness on Credibility, Online Engagement, and Purchase Intention
Erdogan (1999) defines attractiveness broadly as positive qualities, including one's appearance, personality, and
talents, which evoke positive associations. Attractiveness in influencer marketing refers to an individual's physical appeal
or charm, which significantly influences audience perceptions and behaviors (Sokolova & Kevi, 2020). Attractive
influencers are often perceived as likable, trustworthy, and competent (Frevert & Walker, 2014). This attractiveness
enhances their ability to engage followers and promote products effectively. Attractiveness is measured through various
dimensions, including physical beauty, presentation style, and personality traits (Lou & Yuan, 2019).
Credibility in influencer marketing refers to an influencer's perceived trustworthiness, expertise, and reliability,
which significantly impacts their effectiveness in promoting products and brands. Gong et al. (2022) highlight the direct
relationship between message credibility and trust, especially in politics. The authors assert the significant mediating role
of credibility, stating that when media credibility is low, the information may not be perceived as accurate, fair, or
trustworthy. In other words, if political information from the media is considered credible, it is likely that political
opinions will be formed based on trust (Gong et al., 2022). In influencer marketing, credible influencers can more
effectively shift consumer attitudes and align with brand values (Lou & Yuan, 2019). Trustworthiness is especially crucial
in industries like beauty, where influencer recommendations significantly impact consumer decisions (Xiao et al., 2018).
High credibility ensures that the audience perceives the information the influencer provides as reliable and valuable,
enhancing engagement and purchase intentions (Balaban & Mustățea, 2019).
Online engagement refers to the level of interaction and involvement that users exhibit in an online environment.
In this research, the focus of online engagement will be on cognitive and affective aspects, following the approach taken
by authors such as Mollen and Wilson (2010). This aspect includes cognitive engagement, which pertains to how
individuals feel recognized and experience a sense of collaboration and trust within an online community. Cognitive
engagement in the online environment involves users' willingness to invest time and effort to deeply understand the
content, master skills, and effectively interact with digital platforms (Algharabat et al., 2020; Vivek et al., 2012). Affective

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engagement involves the emotional connection users feel toward content or online communities, driving continued
interaction through feelings of pleasure and arousal (Mollen & Wilson, 2010l Patterson, 2008). These dimensions drive
user behavior and interaction online (Brodie et al., 2011).
Purchase intention reflects a consumer's desire to purchase a product or receive a particular service in the
future. In other words, an increase in purchase intention indicates an increase in the likelihood of purchase (Schiffman
& Kanuk, 2017). Often, a purchase intention scale measures the extent to which a person will likely purchase an item
over a particular time.
More attractive influencers are considered more capable of shaping their followers' intentions to purchase
promoted products (Guo et al., 2018; Van der Waldt et al., 2009). This is because physical attractiveness enhances
perceived credibility, making followers more likely to trust and value the influencer's recommendations (Sokolova &
Kefi, 2020). Attractiveness also makes an influencer more impactful at spreading branded messages, as visually appealing
content tends to capture more attention and elicit stronger emotional responses, which are crucial in forming trust and
purchase intentions (Wang & Scheinbaum, 2018). However, some studies found that, while attractiveness improves
brand attitudes, its direct link to purchase conversion needs to be more definitive. Research also indicates that
attractiveness can drive higher engagement levels and improve advertising outcomes, as audiences are more inclined to
trust and interact with appealing content (Chawla et al., 2008). Additionally, deeper factors like perceived expertise and
authenticity often play more significant roles in converting interest into actual purchases (Jin & Phua, 2014).
Advertisers frequently leverage physically appealing influencers due to the belief that they wield more significant
influence over consumers' brand perceptions, leading to higher trust and accelerated brand awareness (Wang &
Scheinbaum, 2018). Additionally, attractive influencers foster trust in their content and accelerate brand awareness (Lou
& Yuan, 2019). In essence, attractive influencers certainly shape followers' brand sentiment and trust. However, relying
solely on good looks overlooks that deeper credibility drivers are essential to shift interest into actual transactions.
Marketers should be aware that attractiveness remains a relevant but insufficient factor in converting engagements into
sales. Multi-dimensional credibility enables influencers to activate their fanbase from attention into action fully. From the
explanation above, we hypothesize:
H1a: Attractiveness will have a positive significant influence on credibility
H1b: Attractiveness will have a positive significant influence on online engagement
H1c: Attractiveness will have a positive significant influence on purchase intention

2.2.2 The Effect of Reliability on Credibility, Online Engagement, and Purchase Intention
Reliability signifies the honesty, integrity and believability an influencer conveys (Van der Waldt et al., 2009).
Ohanian (1990) defines reliability as the confidence consumers place in an influencer's intent to share valid assertions.
Reliability in influencer marketing refers to the consistency and dependability of an influencer in delivering content that
meets audience expectations. Followers assess influencers as trustworthy when they seem truthful, reliable, dependable,
and ethical (Ceyhan et al., 2018; Munnukka et al., 2016). The depth of trust between followers and influencers positively
affects relationship sustainability, sales, and brand affinity. This trait is crucial in maintaining a loyal follower base and
ensuring that the audience perceives the influencer as a stable and trustworthy source of information. Reliability
encompasses various dimensions, including the regularity of content updates, consistency in messaging, and the
influencer's ability to deliver on promises made to their audience (Caruana et al., 2015; Selnes & Gønhaug, 2000). High
reliability is associated with positive affective responses from the audience, leading to increased satisfaction and loyalty
(Hopkins, 2000).
Reliable influencers are perceived as trustworthy and dependable, which can enhance their credibility and
effectiveness in promoting products or brands (Belanche et al., 2021). A 2018 study found that 50% of 18–24-year-olds
trust influencer posts, with 40% prioritizing influencers over brands (FullScreen & Shareable, 2018). This research
confirms the pivotal role of influencer trustworthiness in social media marketing. Additionally, Wang and Scheinbaum
(2018) revealed trustworthiness as the most examined credibility facet in the beauty industry. They found stronger ties
between trustworthiness and an influencer's ability to shift attitudes and match brands appropriately. Further, De Brito
Silva et al. (2019) explored how influencer-created Instagram endorsements shape product advertising effects. These
insights mean that the higher the trustworthiness of an influencer, the more likely they are to influence consumer
attitudes and purchasing intentions positively. Trustworthy influencers can create stronger emotional connections with
their audience, increasing engagement and loyalty. This trust enhances their endorsements' effectiveness and contributes
to the overall credibility of the brands they promote. When an influencer is seen as reliable, their audience feels more
confident in their recommendation, which drives higher online engagement and increases purchase intention (Gubalane
& Ha, 2023). From the explanation above, we hypothesize:
H2a: Reliability will have a positive significant influence on credibility
H2b: Reliability will have a positive significant influence on online engagement
H2c: Reliability will have a positive significant influence on purchase intention

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2.2.3 The Effect of Expertise on Credibility, Online Engagement, and Purchase Intention
Expertise represents the perceived knowledge, skills, and experience an influencer holds to promote a product
credibly (Van der Waldt et al., 2009). In an influencer marketing context, expertise refers to the specialized knowledge,
skills, and experience an influencer possesses in a particular domain, significantly impacting their credibility and
effectiveness. Expert influencers are seen as authoritative and reliable, significantly impacting audience attitudes and
behaviors (Byrne et al., 2017). Expertise is crucial in health, beauty, and technology, where accurate information is highly
valued. Expertise is measured by the influencer's professional background, content quality, and ability to provide
trustworthy advice (Hughes et al., 2019). Research shows that influencers with high expertise can enhance consumer
trust and engagement, leading to better marketing outcomes (Lou & Yuan, 2019).
Experts can offer more plausible assertions than novices needing more topical familiarity. Hence, with
transparent advertising deals, expertise should matter more than celebrity status (Guo et al., 2018; Ratten & Tajeddini,
2017). Indeed, expertise is vital for an influencer to gain recognition and credibility as an authoritative source
(Daneshvary & Schwer, 2000). Followers must view influencers as competent and proficient in a domain to ascribe
expertise (Schouten et al., 2019). Perceived expertise shapes credibility appraisals and can directly inform buying
decisions and intentions (Schouten et al, 2019). Influencers with outstanding expertise appear more persuasive in driving
engagement (Erdogan, 1999; Ohanian, 1990). From the explanation above, we hypothesize:
H3a: Expertise will have a positive significant influence on credibility
H3b: Expertise will have a positive significant influence on online engagement
H3c: Expertise will have a positive significant influence on purchase intention

2.2.4. The Effect of Credibility on Trust

Petty and Andrews (2008) stated that consumers may view influencers who accept cash payments as less
trustworthy compared to those who only receive free samples or discount coupons. Cash payments for promotional
posts are often perceived as transactions, making the influencer appear to be sacrificing readers' trust for financial gain.
In contrast, when influencers are compensated with product samples or discount coupons, readers see it as an
opportunity to try the product for real, making this compensation more acceptable. Considering the complex
relationship between trust and credibility (Leite & Baptista, 2022), this study proposes the following hypothesis:
H4: Credibility will have a positive significant influence on trust

2.2.5. The Effect of Online Engagement on Purchase Intention

Marketing literature has shown that cognitive engagement, as one aspect of customer engagement, plays a
crucial role in shaping consumer behavior (Algharabat et al., 2020). Affective engagement involves the emotional
connection users feel toward online content or communities, driven by pleasure and arousal, which enhance satisfaction
and loyalty (Mollen & Wilson, 2010). In virtual communities, affective engagement fosters solid emotional bonds and
increased participation (Claffey & Brady, 2019). This correlation highlights the importance of fostering consumer loyalty
as a strategic means to enhance a brand's overall value and strength in the marketplace. From the explanation above,
we hypothesize:
H5: Online engagement will have a positive significant influence on purchase intention

2.2.6. The Effect of Trust on Purchase Intention

Trust is followers' confidence through consistent, transparent, and honest communication from influencers,
fostering a sense of authenticity and reliability (Liu et al., 2015). The closeness that followers feel toward influencers
significantly influences their purchase intention. This closeness is often formed through parasocial interactions, where
followers develop a one-sided relationship with influencers, feeling as though they know them personally. This sense of
intimacy and familiarity fosters trust, a crucial factor in motivating the desire to purchase products influencers endorse.
Academic research highlights that trust developed through parasocial relationships can significantly impact followers'
purchasing decisions and online behavior (Hwang & Zhang, 2018). When followers perceive influencers as trustworthy
and relatable, their willingness to purchase recommended products increases substantially (Chung & Cho, 2017). This
trust acts as a mediator, enhancing the effectiveness of influencer marketing by building a solid emotional connection
between the influencer and the audience (Yuksel & Labrecque, 2016).
Previous studies have shown that a positive attitude toward a product significantly impacts consumer behavior,
including the desire to purchase, willingness to pay more, and recommend the product to others (Blanche et al., 2020).
In addition, Lee and Watkins (2016) revealed that there is a positive correlation between the perceived credibility of
online reviews and purchase intentions, while Kim and Kim (2021) suggested that followers' trust in influencers increases
their positive perceptions of the relationship. From the explanation above, we hypothesize:
H6: Trust will have a positive significant influence on purchase intention

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The research model illustrated in Figure 1 is based on the formulated hypotheses.

Figure 1. Research framework

3. Method
3.1 Participants and Procedures
The study's target population consists of all TikTok users in Indonesia, focusing on those who follow the top 10
influencers. Indonesia is ideal due to its vast user base, being the second-largest market for TikTok globally, with 113
million users as of April 2023 (Annur, 2023). High engagement rates among Indonesian TikTok influencers make it
perfect for studying influencer credibility's impact on consumer behavior (Statista, 2023). Indonesia's growing digital
economy, with internet penetration at 77.02%, supports this research (Kemp, 2023). The study uses a total sampling
method, including 356 respondents aged 17 and above who follow top influencers and have never shopped on TikTok.
Participants were recruited via an online survey distributed on Instagram, Facebook, and WhatsApp through Google
Forms. The survey aims to gather diverse data on influencer credibility and purchase intention. Focusing on the top 10
influencers is justified as they possess substantial influence and reach, making them practical subjects for studying the
impact on consumer behaviors and trends (Emplifi, 2023; Statista, 2024).
The stages of implementing this research and developing the questionnaire are detailed below. Initially, the
researchers performed a wording test or proofreading with five respondents who fit the study criteria. This step aimed
to ensure the clarity and neutrality of the language used in the instrument, preventing any potential bias that could
compromise the data's validity and reliability. The second stage involved a pretest, where 50 questionnaires were
distributed to the target respondents, specifically those who follow the top 10 influencers on the platform and have
never shopped on the TikTok application. The purpose was to evaluate the validity and reliability of the questionnaire
using SPSS software. During the pretest analysis, validity was assessed through the Kaiser-Meyer-Olkin (KMO) test, the
component matrix, and the anti-image correlations matrix, all of which needed to show values above 0.50. Reliability
was assessed by examining Cronbach's alpha values, with results deemed reliable when Cronbach's alpha exceeded 0.70
(Malhotra, 2020).

3.2 Data Analysis and Measures

The study measured its primary construct precisely influencer credibility dimensions, credibility, purchase
intention, trust, and online engagement using a carefully crafted questionnaire with Likert-scale items ranging from 1
(Strongly Disagree) to 5 (Strongly Agree). Influencer credibility was evaluated based on attractiveness, reliability, and
expertise, drawing on established scales from existing literature (Liao et al., 2023; Ohanian, 1990; Sokolova & Kefi,
2020).
The study employed partial least squares-structural equation modelling (PLS-SEM). This technique is well-suited
for prediction-focused research (Henseler et al., 2015) as it maximizes the explained variance in the dependent
constructs (Hair et al., 2010). Additionally, PLS-SEM's advantages include not requiring normality in the data distribution,
having fewer restrictions on measurement scales, and handling both small and large sample sizes (Hair et al., 2010).
According to Hair et al. (2019), there are two main types of model testing in PLS-SEM: measurement model testing
(outer model) and structural model testing (inner model). The outer model examines the relationship between variables
and their indicators, while the inner model investigates the hypothesized relationships among the variables and evaluates
the model's overall quality. In this research, the outer model's evaluation involved checking factor loadings greater than

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0.7, ensuring the average variance extracted (AVE) values were above the 0.5 threshold and confirming that cross-
loading factors exceeded 0.7. The Fornell-Larcker criterion was also applied, and the heterotrait-monotrait ratio
(HTMT) needed to be below 0.9. Furthermore, Cronbach's alpha values had to be above 0.60, and each construct's
composite reliability (CR) needed to exceed 0.7 (Hair et al., 2010). The inner model was assessed using the variance
inflation factor (VIF) with a benchmark below five and the t-value and p-value for significance testing. R² values were
considered to evaluate the quality of the model, with thresholds of 0.25 for low, 0.50 for moderate, and 0.75 for high.
The predictive validity of the structural model was assessed using Stone–Geisser's Q² test (Geisser, 1974; Stone, 1974).
The blindfolding procedure was employed to compute the cross-validated redundancy measure Q², with values above
zero indicating the predictive relevance of the exogenous constructs (Chin, 1998). The analysis for this study was
conducted using the SmartPLS 4.1.0.2 software application.

4. Result and Discussion

4.1. Respondent Demographics
The profile of 356 respondents offers insights into the data distribution, as shown in Table 1. Based on the
screening results, the respondents who participated were dominated by women, with a percentage of 66.3%, while men
reached 33.7%. The majority of respondents were aged between 17-27 years. The highest level of education was a
bachelor's degree, with 259 people, with a percentage of 72.6%. In terms of employment, private sector employees
dominate, with 102 respondents (28.7% of the total respondents).

Table 1. Respondents’ Profile

Frequency Percentage
Gender
Male 120 33.7
Female 236 66.3
Education
High School or Equivalent 32 9
Diploma 38 10.6
Graduation 259 72.6
Post-Graduation 27 7.8
Age
17 - 27 173 48.6
28-43 117 32.9
44-59 57 16
> 59 9 2.5
Occupation
Student 81 22.8
PNS/TNI/POLRI 26 7.3
Employee 102 28.7
Housewife 56 15.7
Freelance 34 9.5
Entrepreneur 41 11.5
Others 16 4.5

4.2. Measurement Model Evaluation

An assessment of individual items was performed to evaluate the measurement model. As depicted in Table 3,
all indicators displayed loading factors above 0.7, indicating reliable construct items. Additionally, all constructs' average
variance extracted (AVE) values surpassed the minimum threshold of 0.5 (Henseler et al., 2015). Furthermore, the
constructs demonstrated Cronbach's alpha (α) values above 0.6 and composite reliability (ρ) values exceeding 0.7,
signifying adequate internal consistency.

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Table 2. Measurement items and validity assessment

Items Factor Cronbach Composite
Construct AVE
Loading Alpha Reliability
AT1 0.762
AT2 0.783
Attractiveness AT3 0.741 0.840 0.887 0.610
AT4 0.822
AT5 0.795
RE1 0.825
RE2 0.803
Reliability 0.846 0.896 0.684
RE3 0.837
RE4 0.842
EX1 0.848
EX2 0.879
Expertise EX3 0.706 0.888 0.918 0.693
EX4 0.866
EX5 0.853
CR1 0.802
CR2 0.821
Credibility
CR3 0.847 0.843 0.895 0.680
CR4 0.828
TR1 0.844
TR2 0.869
Trust 0.894 0.927 0.759
TR3 0.904
TR4 0.868
OE1 0.871
Online Engagement OE2 0.910 0.864 0.917 0.785
OE3 0.877
PI1 0.853
PI2 0.855
Purchase Intention PI3 0.795 0.887 0.917 0.690
PI4 0.867
PI5 0.777

Table 3 displays the results from the discriminant validity analysis, applying the heterotrait-monotrait ratio
(HTMT) approach. The maximum HTMT value observed is 0.891, and all variables have HTMT values below the 0.90
threshold. This result demonstrates that the variables possess good discriminant validity, confirming that the
measurement model meets the required discriminant validity standards.

Table 3. Heterotrait-Monotrait (HTMT) test

AT CR EX OE PI RE TR
AT
CR 0.658
EX 0.752 0.677
OE 0.674 0.688 0.703
PI 0.694 0.854 0.675 0.821
RE 0.788 0.646 0.771 0.717 0.640
TR 0.743 0.726 0.778 0.778 0.761 0.891

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4.3. Structural Model Evaluation

Table 4 shows that there is one variable (Trust - TR) with a VIF number of 3.491, indicating moderate
multicollinearity. While a VIF value above three usually indicates multicollinearity, a value below five is still considered
acceptable, according to Sarstedt et al. (2014), indicating a lower risk of multicollinearity affecting the results. Therefore,
using a cut-off value 5 for VIF is justifiable (Sarstedt et al., 2014). The other variables have VIF values below 3, indicating
no critical level of multicollinearity

Table 4. Result of Inner VIF

AT CR EX OE PI RE TR
AT 2.088 2.088 2.168
CR 1.000
EX 2.120 2.120 2.533
OE 2.088
PI
RE 2.178 2.178 2.940
TR 3.491

After proving that there is no multicollinearity in the model, the next step is to examine the variables'
explanatory and predictive power and the relationships between them. The structural model was evaluated using the R 2
measure and the Stone-Geisser's Q2-test. The R2 test is used to evaluate the R2 value of the endogenous variables in the
model. The value is considered good if it is above 0.75 (> 0.7), moderate if the value is 0.5, and weak if the value is 0.25
(Ghozali, 2016). Meanwhile, Stone-Geisser's Q2-test is used to evaluate or validate a model. This test can only be carried
out on endogenous variables that have reflective indicators. Value criteria were used in this test, namely 0.02 (small
value), 0.15 (medium value), and 0.35 (large value).

Table 5. Result of Explained variance (R2) and the prediction relevance (Q2) test
Variable R2 Q2
Credibility 0.413 0.393
Trust 0.398 0.482
Online Engagement 0.473 0.453
Purchase Intention 0.610 0.409

4.4. Testing the Hypotheses and Discussion

This research tested 12 developed hypotheses. Based on the analysis results using path coefficients, two
hypotheses were rejected, and 10 hypotheses were accepted, with the t-values threshold used being >1.645 and p-
values < 0.05. The hypotheses test results can be seen in Table 7 below using bootstrap analysis with 5000 sub-samples.

Table 7. Result of Hypotheses test

Path T P
Hypotheses Result
Coefficients statistics values
H1a Attractiveness → Credibility 0.224 2.630 0.005 Supported
H1b Attractiveness → Online Engagement 0.187 1.970 0.024 Supported
H1c Attractiveness → Purchase Intention 0.179 2.499 0.005 Supported
H2a Reliability → Credibility 0.184 2.443 0.007 Supported
H2b Reliability → Online Engagement 0.287 3.722 0.000 Supported
Not
H3c Reliability → Purchase Intention -0.106 1.614 0.053
Supported
H3a Expertise → Credibility 0.319 4.928 0.000 Supported
H3b Expertise → Online Engagement 0.305 4.889 0.000 Supported
Not
H3c Expertise → Purchase Intention 0.071 1.289 0.099
Supported
H4 Credibility → Trust 0.631 15.564 0.000 Supported
H5 Online Engagement → Purchase Intention 0.446 7.151 0.000 Supported
H6 Trust → Purchase Intention 0.288 3.541 0.000 Supported

The results show that attractiveness has a positive and significant influence on credibility (coeff = 0.224; t =
2.630; p <0.05), online engagement (coeff = 0.187; t = 1.970; p <0.05), and purchase intention (coeff = 0.179; t = 2.499;

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p <0.05). his supports research conducted by Alcántara-Pilar et al. (2024); the same results show that the attractiveness
of an influencer on the TikTok application can positively influence the influencer's credibility and purchase intention.
Sokolova and Kefi (2020) also support that influencers' physical attractiveness positively influences their credibility.
Audiences tend to trust and appreciate content presented by physically attractive influencers more. De Veirman et al.
(2017) show that influencers with recognized physical attractiveness tend to have higher levels of engagement on social
media while Lim et al. (2017) concluded that the credibility of social media influencers is measured based on physical
attractiveness, transferable meaning, and product suitability. According to them, these factors can increase purchase
intention.
Reliability has a positive and significant influence on credibility (coeff = 0.184; t = 2.443; p <0.05) and online
engagement (coeff = 0.287; t = 3.722; p <0.05) but does not have a positive impact on purchase intention (coeff = -
0.106; t = 1.614; p >0.05). It can also be said that this is by research conducted by Alcántara-Pilar et al. (2024); the same
results show that the reliability of an influencer on the TikTok application can positively influence the influencer's
credibility and purchase intention. The research results on reliability and purchase intention do not have a positive
impact. In line with research conducted by AlFarraj et al. (2021), the same results show that the reliability of an influencer
does not positively influence the purchase intention of influencers in the aesthetic dermatology industry. It is said in this
research that this could happen due to a lack of trust in the content published by social media influencers because most
respondents think that the feedback given by influencers is just for advertising or a specific purpose. Therefore, it does
not reflect experiences with the influencers they follow. This result aligns with research conducted by Munnukka et al.
(2016), who stated that trust in influencer content is often influenced by consumers' perceptions of the commercial
motives behind the recommendations. If the audience feels that recommendations are only for advertising, they are less
likely to influence purchase intention positively.
Expertise has a positive and significant influence on credibility (coeff = 0.319; t = 4.928; p <0.05), online
engagement (coeff = 0.305; t = 4.889; p <0.05), but the results of research between expertise and purchase intention
do not have a positive impact (coeff = 0.071; t = 1.289; p .0.05). These results reflect research conducted by AlFarraj et
al. (2021), which shows that an influencer's expertise does not positively influence the purchase intention of influencers
in the aesthetic dermatology industry. It is stated in this research that, in the aesthetic dermatology industry, there are
still not many enthusiasts and are not yet mature enough so that an influencer's expertise is not enough to influence
purchase intention; consumers may still look for additional information or rely on other sources before making a
purchasing decision. Lou and Yuan (2019) found that, although influencer expertise increases credibility, its influence on
purchase intention is only sometimes significant, mainly if it is not supported by other factors such as emotional appeal
and trust. This research is justified because it is still limited to 10 TikTok influencers. Of these 10 influencers, no
influencers have deep abilities or expertise in a field. Influencer expertise is essential; its influence on consumer purchase
intentions can vary greatly depending on industry context, research limitations, and other factors that may be more
dominant in influencing consumer behavior.
The credibility on trust (coeff = 0.631 t = 15.564; p <0.05) has a positive and significant influence. This result is
in line with research conducted by Alcántara-Pilar et al. (2024); the same results show that an influencer's credibility on
the TikTok application can positively influence the influencer's trust. It indicates that credible influencers provide
accurate, reliable, and high-quality information. When followers see that the information conveyed is always correct and
helpful, they are more likely to trust the influencer.
Furthermore, the relationship between online engagement and purchase intention has a positive and significant
influence (coeff = 0.631 t = 15.564; p <0.05). This result follows research conducted by AlFarraj et al. (2021), which also
shows that an influencer's online engagement can positively influence the influencer's purchase intention in the aesthetic
dermatology industry. It explains that online engagement includes interactions such as likes, comments, shares, and
direct messages. Marketing literature has revealed that cognitive engagement, one of the main components of customer
engagement, plays a vital role in influencing and shaping consumer behavior (Algharabat et al., 2020). This cognitive
involvement includes the mental processes and attention consumers give to a product or service, which influences their
purchasing decisions. With high cognitive involvement, consumers tend to be more informed, critical, and actively
involved in interactions with the brand, thereby creating a stronger and more loyal relationship. Finally, the relationship
between trust and purchase intention has a positive and significant influence (coeff = 0.631 t = 15.564; p <0.05). If we
look at the research conducted by Alcántara-Pilar et al. (2024), we see that an influencer's trust in the TikTok application
can influence the influencer's purchase intention positively. Morgan and Hunt (1994) explained the commitment-trust
theory (CTT), namely that the implications of trust and commitment in an organizational context are significant in
building relationships between an organization and its customers. Customers' trust in an organization significantly
impacts their intention to enter a transaction and their desire to maintain a long-term relationship. When customers
trust an organization, they are more likely to engage in ongoing transactions and demonstrate higher loyalty. This trust
also reduces doubts and increases customer confidence in the reliability and integrity of the organization, ultimately
strengthening the long-term relationship between both parties. Kim and Kim (2021) argue that followers' trust in
influencers creates positive and favorable perceptions of their relationship with the influencer. This trust builds a solid
emotional foundation, strengthening the bond between followers and influencers and increasing followers' intent to
purchase products recommended by the influencer.

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5. Conclusion
The study investigated the relationship between attractiveness, reliability, expertise, and purchase intention,
mediating by credibility, online engagement, and trust. The research employed a quantitative approach through
questionnaire surveys and collected data from 356 local Indonesians who follow the top 10 influencers, must be at least
17 years old, and have never shopped on the TikTok application. CFA and PLS-SEM were utilized for data analysis. In
this research, there were 12 hypotheses, of which 10 had a significant effect and were accepted, while 2 had no significant
effect and the hypotheses were rejected. Of all the accepted hypotheses, it was found that the relationship between
credibility and trust has the most outstanding significance value, which means that an influencer's credibility on TikTok
will significantly influence the trust of their followers. An influencer can improve three dimensions, namely attractiveness,
reliability, and expertise, to increase their credibility as an influencer, which will later have an impact on the trust of
their followers.

5.1. Theoretical Contribution

This research contributes significantly to the existing literature by exploring the impact of influencer credibility
(attractiveness, reliability, and expertise) on purchase intentions through the mediation of credibility, trust, and online
engagement. This research enriches the theoretical understanding of how dimensions of influencer credibility can
influence consumer purchase intentions. Additionally, this study adopts the SOR (Stimulus-Organism-Response) model
by examining the impact of specific environmental stimuli, namely the credibility factors of physical attractiveness,
reliability/honesty, and expertise, on emotional responses (O), which then influence behavioral responses (R) such as
purchase intentions. These findings provide empirical evidence that credibility dimensions, such as expertise and
reliability, can increase followers' trust in influencers, enhancing purchase intentions. Moreover, this research highlights
the significant role of trust and online engagement as mediating variables, offering a comprehensive framework for
understanding the complex interactions between influencer credibility and consumer behavior on social media platforms,
particularly TikTok.

5.2. Managerial Implications

Based on the findings of this research, several managerial implications can optimize TikTok's marketing
strategies. First, we find that influencers with high levels of attractiveness lead to higher purchase intentions among
followers. Therefore, marketers should select influencers based on popularity and attractiveness, focusing on those with
strong aesthetic appeal. From the influencer's perspective, enhancing attractiveness can be achieved by strengthening
their personal brand through the investment in high-quality content production, including professional photography and
videography that emphasize their most appealing attributes. Furthermore, maintaining a cohesive and visually pleasing
aesthetic across their social media profiles, alongside a commitment to regular fitness and beauty regimens, and staying
informed on current fashion trends, can significantly elevate their perceived attractiveness.
Second, influencer expertise significantly boosts online engagement and credibility. Companies should partner
with knowledgeable influencers who can share informative content, increasing follower trust and engagement. From
the influencer's perspective, enhancing expertise can be achieved by continuously investing in education within their
niche, such as enrolling in formal courses, obtaining certifications, or participating in workshops. Additionally, staying
informed about the latest industry trends and developments enables influencers to deliver accurate and relevant content
to their audience. Third, the research found that influencer reliability significantly enhances credibility and online
engagement. Marketers should focus on partnering with influencers who have a track record of consistent reliability in
their content delivery and audience interactions. This includes influencers who adhere to a regular posting schedule,
provide honest and transparent product reviews, and consistently engage with their audience in a trustworthy manner.
From the influencer’s standpoint, improving reliability can be achieved by adhering to a consistent posting routine, being
upfront about sponsored content, and actively engaging with followers to build trust.
Fourth, trust mediates the relationship between influencer credibility and purchase intention. Marketers must
ensure influencers build and maintain trust through honest and authentic content, avoiding overly scripted messages.
Fifth, higher online engagement strengthens the impact of influencer credibility on purchasing decisions. Companies
should encourage direct interactions like live streaming and Q&A sessions to deepen audience engagement. Lastly,
regularly evaluating influencer campaigns using metrics like engagement rates and sales conversions is crucial. By
continuously assessing and adjusting strategies based on performance data, companies can enhance the effectiveness of
their influencer marketing efforts on TikTok.

5.3. Limitations and Suggestions for further studies

This research was limited to TikTok users in Indonesia. This geographical limitation may mean that the research
results may not fully reflect the behavior of TikTok users in other countries with different cultures and habits. This
research focuses on one social media platform, namely the TikTok application. By focusing only on TikTok, this research
may not cover the unique dynamics and characteristics of other social media platforms such as Instagram, Facebook, or
X/Twitter. Each platform has a different user base, algorithm, and features, which can influence how influencers interact

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with their audiences and how their audiences respond to the content presented. Therefore, the results of this study
may only be generalizable to some types of social media and may be less relevant for companies or marketers who use
various social media platforms in their marketing strategies. Future research should cover multiple social media platforms
such as Instagram, Facebook, X/Twitter, and YouTube to gain a deeper understanding of the influence of influencer
credibility. This step will allow a more detailed comparative analysis of how each platform's characteristics and algorithms
influence interactions between influencers and their audiences.
Future research should not be limited to the 10 top influencers and should involve influencers with various
numbers of followers, including micro-influencers and nano-influencers. This recommendation will help understand how
an influencer's credibility's influence varies depending on the audience's size and the type of interaction involved. Micro-
influencers often have a more personal and close relationship with their audience, which can result in a different level
of trust and influence compared to mega-influencers (Park et al., 2021). Additionally, influencers with smaller followings
may have more niche and segmented audiences, providing different insights into consumer behavior and preferences
(Influencer Marketing Hub, 2021). Therefore, the results of this study may only partially reflect the influence of influencer
credibility across the spectrum of TikTok users and different types of influencers. Further research involving influencers
with varying followers will provide a more comprehensive and in-depth picture.

Author Contribution
Author1: Conceptualization, writing original draft, data curation, formal analysis, investigation, methodology.
Author 2: Assisted in model design, helped determine research ideas, guided the first author

Financial Disclosure
This research received no specific grant from any funding agency in the public, commercial, or not-for-profit sectors.

Conflict of Interest
The authors declare that the research was conducted in the absence of any commercial or financial relationships that
could be construed as a potential conflict of interest.

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Appendix 1 : Construct measures

Operational
No. Variable Item Indicator Source
Definition
The influencers I follow on
AT1 TikTok have made a good
Positive qualities impression on me Sokolova
including one's Purchasing foreign-made and Kefi
AT2
appearance, products is unpatriotic (2020),
personality, and The influencers I follow can adaptation
1. Attractiveness AT3
talents that take my attention of Ohanian
evoke positive The influencers I follow on (1990), Liao
associations AT4 TikTok are et al. (2023)
(Erdogan, 1999) handsome/beautiful
The influencers I follow on
AT5
TikTok are elegant
The influencers I follow on
RE1 TikTok are honest in
providing content Sokolova
The honesty,
The influencers I follow on and Kefi
integrity and
RE2 TikTok are loyal to their (2020),
believability an
followers adaptation
2. Reliability influencer
of Ohanian
conveys (Van der The influencers I follow on
RE3 (1990), Liao
Waldt et al., TikTok are sincere et al. (2023)
2009)
The influencers I follow on
RE4 TikTok can stick to their
words
The influencers I follow on
The perceived EX1 TikTok are experts in their
knowledge, skills fields
and experience The influencers I follow on Sokolova
an influencer EX2 TikTok are experienced in and Kefi
holds to credibly their fields (2020),
promote a The influencer I follow on adaptation
3. EX3
Expertise product (Van der TikTok is an entrepreneur of Ohanian
Waldt et al., The influencers I follow on (1990), Liao
2009) EX4 TikTok are qualified in their et al. (2023)
fields
The influencers I follow on
EX5 TikTok are talented in their
fields

I feel the expertise of the

CR1 influencers I follow on
The extent to TikTok
which the
information I feel that the influencers I
conveyed is CR2 follow on TikTok are Sokolova
4. considered effective in doing their jobs
Credibility and Kefi
trustworthy and
(2020)
reliable by the The influencers I follow on
recipient (Rebelo, CR3 TikTok care about their
2017). followers
The influencers I follow on
CR4 Tiktok update their content
regularly Indonesian local

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Operational
No. Variable Item Indicator Source
Definition
cosmetic and skincare
brand
The confidence The influencers I follow on
that followers TR1 TikTok fulfill their
have through commitments Sokolova
consistent, The information provided and Kefi
transparent, and TR2 by the influencers I follow is (2020),
honest genuine adaptation
5.
Trust communication The information provided of Ohanian
from influencers, TR3 by the influencers I follow is (1990), Liao
fostering a sense honest et al. (2023)
of authenticity I can trust the promises
and reliability (Liu TR4 made by the TikTok
et al., 2015) influencers I follow
I will participate in live
activities carried out by
The level of OE1 influencers I follow on
interaction and TikTok, such as sending
involvement that likes, rewards and gifts
Online users exhibit in I would recommend the Husaain et
6.
Engagement an online OE2 influencers I follow on al. (2017)
environment TikTok
(Mollen & I feel like I have a special
Wilson, 2010) bond with a brand that I
OE3
support by a TikTok
influencer I follow
I will buy products
PI1 promoted by influencers I
follow on TikTok
I will recommend people
The likelihood of close to me to buy products
PI2
consumers promoted by influencers I
purchasing a follow on TikTok See-To and
product is I will consider buying Ho (2014),
7. Purchase assessed based products offered by Putrevu and
PI3
Intention on the positive influencers I follow on Lord
responses given TikTok (1994),
(Taylor et al., I might buy a product Taylor and
1975). PI4 offered by an influencer I Baker
follow on TikTok (1994)
I will buy products offered
by influencers I follow on
PI5
TikTok when I need those
products

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