https://mail.insyma.org/proceedings/files/original/articles/Sukesi Anjangsari Khaida Asaro Mazuri Binti Abd Ghani.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 Influence of Influencer Marketing, Online Reviews, and Brand Credibility on Purchase Intention with Perceived Risk as an Intervening Variable Author #1 Sukesi Author #2 Anjangsari Khaida Asaro Author #3 Mazuri Binti Abd. Ghani Abstract/Description 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. keywords a;b;c;d Influencer Marketing, Kredibilitas Merek, Persepsi Risiko publication_date 2025/06/20 2025/06/15 pdf_url https://insyma.org/proceedings/files/articles/Sukesi Anjangsari Khaida Asaro Mazuri Binti Abd Ghani.pdf abstract_html_url https://insyma.org/proceedings/items/show/ https://insyma.org/proceedings/items/show/441 firstpage 786 lastpage 792 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 130 Volume 22 authors Sukesi, Anjangsari Khaida Asaro, Mazuri Binti Abd. Ghani 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 Influence of Influencer Marketing, Online Reviews, and Brand Credibility on Purchase Intention with Perceived Risk as an Intervening Variable Creator An entity primarily responsible for making the resource Sukesi, Anjangsari Khaida Asaro, Mazuri Binti Abd. Ghani