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The Relationship between Influences Credibility and Student Purchase Intentions: The Role of Attractiveness, Trustworthiness and Expertise

Author

Listed:
  • Maryam Mohd Esa

    (Faculty of Business, Hospitality and Technology, University Islam Melaka, Malaysia)

  • Suhailah Ibrahim

    (Faculty of Business, Hospitality and Technology, University Islam Melaka, Malaysia)

  • Roszi Naszariah Nasni Naseri

    (Faculty of Business and Management, University Technology MARA, Melaka Branch, Alor Gajah Campus, Malaysia)

  • Hamidah Norman

    (Faculty of Business, Hospitality and Technology, University Islam Melaka, Malaysia)

  • Noor Azlin Mohd Kasim

    (Faculty of Business, Hospitality and Technology, University Islam Melaka, Malaysia)

  • Noorshafidah Mohd Shah

    (Faculty of Business, Hospitality and Technology, University Islam Melaka, Malaysia)

Abstract

This study investigates the relationship between influencer credibility and students’ purchase intention across three key dimensions: attractiveness, trustworthiness, and expertise. A quantitative survey was conducted with 228 respondents. The findings indicate a weak but significant relationship between attractiveness and purchase intention, while trustworthiness demonstrates a moderate effect. Expertise, however, emerges as the most dominant factor influencing purchase intention. These results suggest that although attractiveness can capture attention, authenticity and expertise are more critical in building consumer trust and strengthening purchase intention. The study enriches the literature on influencer marketing by clarifying the relative importance of credibility dimensions within the student market context.

Suggested Citation

  • Maryam Mohd Esa & Suhailah Ibrahim & Roszi Naszariah Nasni Naseri & Hamidah Norman & Noor Azlin Mohd Kasim & Noorshafidah Mohd Shah, 2025. "The Relationship between Influences Credibility and Student Purchase Intentions: The Role of Attractiveness, Trustworthiness and Expertise," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(9), pages 2658-2663, September.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-9:p:2658-2663
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