https://mail.insyma.org/proceedings/files/original/articles/Rani_Ronsmelia_Kemala.pdf Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Proceedings of the International Symposium on Management (INSYMA) (Vol 22, 2025) Proceedings meta_title The Effect of Influencer Credibility on Purchase Intention with Customer Engagement as a Mediator Author #1 Rani Ronsmelia Kemala Author #2 Muhammad Irfan Rizki Abstract/Description This research aims to examine the influence of influencer credibility on purchase intentions, with customer involvement as a mediator. In the context of digital marketing, influencers have an important role in influencing consumer purchasing decisions through social media. Influencer credibility, which includes expertise, trustworthiness, and attractiveness, is considered a key factor that can increase consumer purchase intentions. However, customer engagement as an interactive mediator between influencers and customers is also hypothesized to have a significant impact on strengthening the relationship. This research uses the PLS-SEM method with primary data collected through a survey with a questionnaire distributed to social media users who follow influencers with a sample of 125 respondents. The research results show that Expertise and Trustworthiness have a positive direct impact on Purchase Intention with respective effects of 20.8% and 19.5%. This means that expertise and confidence can stimulate consumer interest in purchasing products or services without relying on the product's attractiveness. The moderating variable Consumer's Engagement also has no influence on trustworthiness, expertise, and attractiveness on purchase intention. These findings provide important implications for digital marketing strategies, namely the importance of paying attention to the Expertise and Trustworthiness of influencers to encourage increased purchase intentions. keywords a;b;c;d Digital marketing, Influencer, Purchase intentions. publication_date 2025/06/20 2025/06/15 pdf_url https://insyma.org/proceedings/files/articles/Rani_Ronsmelia_Kemala.pdf abstract_html_url https://insyma.org/proceedings/items/show/ https://insyma.org/proceedings/items/show/412 firstpage 617 lastpage 623 issn 3047-857X 3047-857X conference Proceedings of the International Symposium on Management (INSYMA) Proceedings of the International Symposium on Management (INSYMA) publisher_name Fakultas Bisnis dan Ekonomika, Universitas Surabaya Fakultas Bisnis dan Ekonomika, Universitas Surabaya no article 101 Volume 22 authors Rani Ronsmelia Kemala, Muhammad Irfan Rizki Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource The Effect of Influencer Credibility on Purchase Intention with Customer Engagement as a Mediator Creator An entity primarily responsible for making the resource Rani Ronsmelia Kemala, Muhammad Irfan Rizki