Article Sidebar

Download
Download Article

Main Article Content

Abstract

This study examines the influence of influencer credibility and trust in user reviews on skincare purchasing decisions via social media. Addressing a gap in prior research that largely focuses on general consumer goods, it highlights the skincare sector’s unique characteristics of high involvement, personal preference, and perceived risk. Influencer credibility dimensions include expertise, honesty, sincerity, and engagement, while trust in user reviews is measured through the impact of positive/negative feedback and the credibility of information on product ingredients and long-term effects. Using a quantitative survey with purposive sampling, questionnaires were distributed to frequent skincare buyers on social media. Data were analyzed through multiple regression. Results indicate that influencer expertise and honesty significantly boost purchasing decisions, with engagement fostering trust indirectly. Positive user reviews emphasizing product ingredients and long-term effects also significantly influence decisions, underscoring the value of credible peer content. Findings align with previous studies on the role of credibility and trust in online purchasing but stress the skincare industry’s reliance on transparency and product efficacy. Practically, marketers should collaborate with knowledgeable influencers, ensure transparent communication, and encourage detailed user reviews. Future research should consider moderators like brand loyalty, price sensitivity, and perceived safety.

Keywords

Influencer Credibility Trust in User Reviews Purchasing Decisions Skincare Products Social Media

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite
Rahman, A., Ariandi, F., Arista, R., Utama, D. C., & Warsono. (2025). The Effect of Influencer Credibility and User Reviews on Skincare Purchase Decisions: Evidence from Shopee Users in Bogor. Golden Ratio of Mapping Idea and Literature Format, 6(1), 931–940. https://doi.org/10.52970/grmilf.v6i1.1776
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Ajzen, I. (1991). The theory of planned behaviour: Reactions and reflections. Psychology and Health, 26(9), 1113–1127. https://doi.org/10.1080/08870446.2011.613995
  2. AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness, and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy, 31(3), 355–374.
  3. Arief, M., Mustikowati, R. I., & Chrismardani, Y. (2023). Why do customers buy an online product? The effects of advertising attractiveness, influencer marketing, and online customer reviews. LBS Journal of Management & Research, 21(1), 81–99.
  4. Beck, B. B., Wuyts, S., & Jap, S. (2024). Guardians of trust: How review platforms can fight fakery and build consumer trust. Journal of Marketing Research, 61(4), 682–699.
  5. Childers, C., & Boatwright, B. (2021). Do digital natives recognize digital influence? Generational differences and understanding of social media influencers. Journal of Current Issues & Research in Advertising, 42(4), 425–442.
  6. De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828.
  7. Fachmi, M., & Sinau, H. (2022). The effect of Online Customer Reviews and Influencer Marketing on Shopee Purchasing Decisions. Terbuka Journal of Economics and Business, 3(2), 44–52.
  8. Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92.
  9. Ghaly, M. I. (2023). The influence of user-generated content and social media travel influencers' credibility on the visit intention of Generation Z. Journal of the Association of Arab Universities for Tourism and Hospitality, 24(2), 367–382.
  10. Ghozali, I. (2016). Statistik Non-Parametrik: Teori dan Aplikasi dengan Program SPSS. In Universitas Diponegoro. Semarang. https://doi.org/10.1002/14651858.CD002812
  11. Godara, R. S., Yadav, D., Sagar, M., & Disari, R. (2024). Impact of customer reviews on purchase decision of a brand: A study of online shopping. International Research Journal of Economics and Management Studies IRJEMS, 3(4).
  12. Green, S. B. (1991). How many subjects does it take to do a regression analysis? Multivariate Behavioral Research, 26(3), 499–510.
  13. Hair, J. F., & Anderson, B. J. B. R. E. (2014). Multivariate Data Analysis. In Pharmaceutical Quality by Design: A Practical Approach (Seventh Ed). Pearson Education, Inc. https://doi.org/10.1002/9781118895238.ch8
  14. Hati, S., Putri, S., & Satiti, L. (2023). The Influence of Online Customer Reviews on Consumer Purchasing Decisions through the Shopee Marketplace. ICAESS 2023: Proceedings of the 5th International Conference on Applied Economics and Social Science, ICAESS 2023, 7 November 2023, Batam, Riau Islands, Indonesia, 303.
  15. Hollebeek, L. D., & Macky, K. (2019). Digital content marketing’s role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45(1), 27–41.
  16. Jokhu, J. R., & Yuliana, R. (2023). Do People Still Listen to Influencers for Buying Decisions? Influencer Effect on Purchase Decision Mediated by Electronic Word of Mouth. Journal Ilmiah Manajemen Dan Bisnis ISSN, 9(2), 178–190.
  17. Kotler, P. and K. L. K. (2016). Marketing Management (15th Edition). Pearson Education, Inc.
  18. Kotler, P. dan K. L. K. (2019). Manajemen Pemasaran (tiga belas). Erlangga.
  19. Mohamed, N. N., Jaafar, N., & Ayupp, K. (2023). The Influence of User-Generated Content Information Credibility and Information Adoption on Consumer Purchase Intention. International Journal of Academic Research in Business and Social Sciences, 13(2), 475–488.
  20. Özbölük, T., & Akdoğan, K. (2022). The role of online source credibility and influencer identification on consumers’ purchase decisions. International Journal of Internet Marketing and Advertising, 16(1–2), 165–185.
  21. Pallant, J. (2020). SPSS Survival Manual: A step-by-step guide to data analysis using IBM SPSS. Routledge.
  22. Puspitasari, A. V., & Aruan, D. T. H. (2023). The effects of user-generated reviews versus influencer-generated reviews on consumer purchase intention. Jurnal Aplikasi Manajemen, 21(2), 404–417.
  23. Rabier, I. (2024). The role of influencers in the purchase decision-making of skincare products and its effectiveness [Lut University]. In Lut University. https://lutpub.lut.fi/handle/10024/168465
  24. Sari, D. M. F. P., Nandini, M. A. S., Sumarningsih, N. M., & Basmantra, I. N. (2024). Exploring the mediating role of beauty influencer effectiveness on skincare products: Does credibility still influence purchase intention? Review of Management, Accounting, and Business Studies, 5(1), 68–76.
  25. Statista. (2024). Skincare e-commerce - statistics & facts. Https://Www.Statista.Com/. https://www.statista.com/topics/12184/skincare-e-commerce-worldwide/
  26. Sugiyono, M. (2019). Penelitian dan Pengembangan Research and Development. Bandung: Alfabeta.
  27. Tanwar, A. S., Chaudhry, H., & Srivastava, M. K. (2024). Social media influencers: literature review, trends, and research agenda. Journal of Advances in Management Research, 21(2), 173–202.
  28. Torres, J., Torres, P., & Augusto, M. (2019). The impact of trust and electronic word-of-mouth reviews on purchasing intention. International Journal of Entrepreneurship and Small Business, 37(1), 136–151.
  29. Ventre, I., & Kolbe, D. (2020). The impact of perceived usefulness of online reviews, trust, and perceived risk on online purchase intention in emerging markets: A Mexican perspective. Journal of International Consumer Marketing, 32(4), 287–299.
  30. Wahyuni, N. N., & Ratnasari, I. I. (2024). The Effect of Influencer Marketing and Online Customer Review on Online Purchasing Decisions (Case study on Generation Z as Shopee Users in Karawang Regency). Primanomics: Jurnal Ekonomi & Bisnis, 22(3), 148–158.
  31. Wilson, G., Johnson, O., & Brown, W. (2024). The influence of social media marketing on brand loyalty.