The Influence of Social Media Influencers on Purchase Intention Mediated by Trust in User Content of Ruangguru Application in Indonesia

This study aims to analyze the influence of Social Media Influencers on the purchase intention of Ruangguru application users mediated by trust in social media content. The research method uses a quantitative approach with data collection techniques through online questionnaires distributed to 410 junior high and high school students in Indonesia. Data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the help of SmartPLS 4.0 software. The results showed that Social Media Influencers had a significant effect on trust in social media content (β = 0.318, p <0.05) and purchase intention (β = 0.368, p <0.05). Trust in content was also shown to mediate the relationship between Social Media Influencers and purchase intention (β = 0.063, p <0.05). Influencer attributes such as informative value, entertainment, expertise, trustworthiness, attractiveness, and similarity positively influence audience trust, which ultimately drives purchase intention. The implications of this study provide guidance for Ruangguru in selecting credible and relevant influencers to increase user trust and purchase intention. In addition, these findings enrich the digital marketing literature by confirming the mediating role of trust in the relationship between influencers and consumer behavior.