Driving Purchase Intention: The Impact Of Social Media Influencers And Brand Credibility On Perceived Value And Purchase Intentions Among Modern Consumers Of Global Collectible Products Particularly Blind Box Lifestyle Products

Résumé fourni par la source

Abstract This study aims to examine the influence of Influencer Interactivity, Influencer Authenticity, Emotional Attachment, Brand Credibility, and Perceived Value on Purchase Intention among Pop Mart consumers in Indonesia. A quantitative approach was employed using a survey method, and the data were analyzed through Structural Equation Modeling (SEM). The results indicate that Influencer Interactivity positively affects Influencer Authenticity, while Influencer Authenticity positively influences Emotional Attachment. Furthermore, Emotional Attachment has a positive effect on both Brand Credibility and Purchase Intention. Brand Credibility also positively affects Perceived Value. However, Brand Credibility and Perceived Value do not have a significant direct effect on Purchase Intention. These findings suggest that emotional factors play a more dominant role than rational factors in shaping consumers’ purchase intentions toward blind box collectible products. The study provides practical implications for companies in developing influencer-based marketing strategies to strengthen emotional attachment and enhance consumers’ purchase intentions.

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