The Effect of Influencer Credibility and Trust on Impulse Buying Behavior with Purchase Intention as Mediation Somethinc Skincare Products

This Study aiming for analyze influence influencer credibility and trust to impulsive buying behavior, with purchase intention as variable mediation on consumers product skin care Somethinc among Generation Y and Z in Bali Province. Background study This based on the increasing behavior shopping impulsiveness influenced by digital marketing, especially through social media and roles influencer. Research This use approach quantitative with design cross-sectional. Data obtained through distribution online questionnaire to 200 respondents and analyzed use method Structural Equation Modeling (SEM) based Partial Least Squares (PLS). Research results show that influencer credibility influential positive and significant to purchase intention and impulsive buying behavior, temporary trust only influential significant to purchase intention, but No in a way direct to impulsive buying behavior. Apart from that, purchase intention proven mediate in a way partial influence influencer credibility to impulsive buying behavior, as well as mediate in a way full influence trust to impulsive buying behavior. Findings This give implications practical for perpetrator industry skin care for increase effectiveness of marketing strategy through election credible and constructive influencer trust consumer through transparency product.