BEYOND BRAND ATTITUDE: DIRECT INFLUENCER EFFECTS ON TIKTOK SKINCARE PURCHASE INTENTION

Abstract

This research examines how influencer credibility and authenticity affect consumer purchase intentions for skincare products on TikTok. Using PLS-SEM analysis of Indonesian TikTok users, the study tests whether brand attitude mediates these relationships. Results show that both credibility and authenticity significantly and directly influence purchase intentions with comparable effects. Surprisingly, brand attitude shows negligible effects on purchase intention and does not mediate the proposed relationships. The findings are remarkable because they contradict traditional persuasion theories that emphasize attitude-mediated pathways. Instead, the results suggest that TikTok influencer marketing operates through direct source-centric mechanisms rather than elaborated attitude formation. Influencer characteristics emerge as primary drivers of purchase decisions in the social media skincare context. These insights have important implications for marketing strategy and contribute to understanding consumer decision-making in digital environments. The study provides actionable guidance for brand managers seeking to optimize influencer partnerships and for influencers aiming to enhance their persuasive impact.