The rapid development of social media has contributed to the significant rise of
influencer marketing, where influencers play an essential role in shaping audience
perceptions and purchasing behavior. In this context, this study examines the
influence of influencer credibility on purchase intention, with brand trust as a
mediating variable, using Celloszxz as the influencer and Hotto as a multigrain
beverage brand. This research adopts a quantitative approach with purposive
sampling, targeting individuals who are familiar with Celloszxz, have seen his
promotional content related to Hotto, and have never purchased the product before.
A total of 281 valid responses were collected through an online questionnaire using
a 5-point Likert scale. The data were analyzed using SmartPLS 4.0. The results
indicate that influencer credibility has a positive and significant influence on brand
trust and purchase intention. Furthermore, brand trust positively influences purchase intention and acts as a mediator in the relationship between influencer
credibility and purchase intention. These findings emphasize the importance of establishing strong influencer credibility and brand trust to enhance consumer purchase intentions within the competitive health beverage market.