The Effect of Influencer Credibility, Authenticity, and Engagement on Purchase Intention in Live Shopping

Nugraha Kusbianto; Ni Made Ida Pratiwi; Ayun Maduwinarti

doi:10.30996/die.v16i02.132416

Authors

Nugraha Kusbianto Universitas Pembangunan Nasional “Veteran”
Ni Made Ida Pratiwi Universitas 17 Agustus 1945 Surabaya
Ayun Maduwinarti Universitas 17 Agustus 1945 Surabaya

DOI:

https://doi.org/10.30996/die.v16i02.132416

Keywords:

Source credibility theory, Influencer authenticity, Influencer credibility, Influencer engagement, live shopping, purchase intention

Abstract

Build upon Source Credibility Theory (SCT), which states that influencer’s persuasiveness is determined by three core dimensions—expertise (credibility), trustworthiness (authenticity), and attractiveness (engagement). This study examines the impact of three influencer characteristics—Influencer Credibility (IC), Influencer Authenticity (IA), and Influencer Engagement (IE)—on Purchase Intention (PI) in live shopping in Indonesia. A quantitative survey of 109 Indonesian live shoppers was conducted using purposive and snowball sampling. Findings reveal that Influencer Authenticity and Influencer Engagement significantly boost Purchase Intention, whereas Influencer Credibility does not. This research offers a conceptual framework grounded in SCT for understanding how influencers’ characteristics shape followers’ purchase intentions and provides empirical evidence of live shopping’s effectiveness in the Indonesian context.

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