Influencer Marketing's Impact on Brand Awareness and Purchase Intention

Strategic Insights -

A recent study conducted by researchers at Universitas Tadulako in Indonesia has shed light on the importance of trust in influencer marketing's effectiveness, particularly among graduate students. The research, published in the Indonesian Journal of Business and Entrepreneurship, found that social media influencers significantly enhance brand awareness and purchase intention, but only when trust is present. This study contributes to the existing literature by emphasizing the mediating role of trust in influencer marketing's effects on graduate students, particularly in the context of mobile phone purchases.

Key Takeaways:

  • Influencer marketing significantly enhances brand awareness and purchase intention among graduate students, with trust acting as a pivotal mediating factor.
  • Trust reduces perceived risks and reinforces consumer confidence, thereby amplifying marketing effectiveness.
  • The study found that influencer marketing's impact on brand awareness and purchase intention is mediated by trust, which strengthens consumer responses to marketing messages.
  • The results demonstrate that influencer marketing significantly enhances brand awareness, purchase intention, and trust among students.
  • Path analysis confirms all hypotheses, underscoring the central role of trust in strengthening consumer perceptions and decisions.
  • The study contributes novel insights by positioning trust as a central mechanism in digital marketing strategies.
  • The research highlights that influencer marketing effectiveness depends not only on brand exposure but also on building sustainable trust-based relationships.

Statistics:

  • 86 postgraduate students participated in the study, determined via the Slovin formula from a population of 630.
  • The study was conducted from February to October 2024.
  • The instrument used a five-point Likert scale.
  • Data analysis utilized descriptive statistics and path analysis with SmartPLS 4 to examine causal relationships and ensure validity and reliability.
  • The results demonstrate that influencer marketing significantly enhances brand awareness (57.1%), purchase intention (65.3%), and trust (74.3%) among students.
  • According to the study, 71.4% of students reported that they trust influencers, and 65.3% reported that they are more likely to purchase a product if they trust the influencer.

Sources:

  • Influencer Marketing and Purchase Intention: The Mediating Role of Trust. Indonesian Journal of Business and Entrepreneurship, 2025,11(3):535-535.
  • University of Tadulako (Universitas Tadulako)
  • Marketing Weekly News. October 25, 2025; p 796