From Transparency to Trust: How Influencer Transparency and Credibility Drive Purchase Intention in the Tech Accessories Market Vito Reyhan Akbar, Robetmi Jumpakita Pinem
1,2 Department of Business Administration, Faculty of Social and Political Sciences, Universitas Diponegoro, Semarang
Abstract
As digital marketing evolved, consumers increasingly relied on influencer-generated content, raising concerns about authenticity and commercial persuasion. The research focused on UGREEN, a global tech accessories brand, and its consumers in Semarang, Indonesia. A quantitative explanatory approach was employed, using a purposive sampling method to collect data from 200 respondents who had viewed technology reviews by the influencer GadgetIn. The study integrated the Theory of Planned Behavior, Source Credibility Theory, and the Persuasion Knowledge Model to formulate seven hypotheses. Data analysis was designed to be conducted using Structural Equation Modeling with Partial Least Squares (PLS-SEM) via SmartPLS software. The methodology encompasses outer model evaluation for validity and reliability, alongside inner model evaluation for hypothesis testing and mediation effects. The study aimed to reveal how transparent disclosure and credibility enhanced brand trust, afterward driving consumer purchase intention for utilitarian technology products.
Topic: Responsible Digital Entrepreneurship: Fostering Sustainable Business Ecosystems through Innovation and Ethical Governance (Digital Entrepreneurship- Sustainable Ecosystems- Business Innovation)
