Communication between brands and consumers can be connected through influencers.
Influencers can influence consumers' purchase intentions and brand trust. However, there has
not been much research on the effect of influencer credibility on the food and beverage industry,
so this study will explore the impact of credibility and its dimensions on purchase intention.
This research used a quantitative method and gathered data through questionnaires with
responses measured on a Likert scale. Data that has been gathered will be analysed using SPSS
software. Based on the result, this study accepted the four hypothesis, which (1) Denny
Sumargo’s credibility has a significant impact on the purchase intention of Burger Bangor, (2)
Denny Sumargo’s attractiveness has a significant impact on the purchase intention of Burger
Bangor, (3) Denny Sumargo’s trustworthiness has a significant impact on the purchase intention
of Burger Bangor, and (4) Denny Sumargo’s expertise has a significant impact on the purchase
intention of Burger Bangor.