PENGARUH ATTRACTIVENESS DAN TRUSTWORTHINESS INFLUENCER’S TERHADAP PURCHASE INTENTION BODY LOTION VASELINE DENGAN BRAND TRUST SEBAGAI MEDIAS PADA MAHASISWA MANAJEMEN UMPO ANGKATAN 2022-2025

This study aims to analyze the effects of Influencer Attractiveness and Influencer Trustworthiness on Purchase Intention with Brand Trust as a mediating variable among Management students of UMPO (cohorts 2022–2025) who are active social media users and have seen promotional content for Vaseline body lotion from influencers. The study is based on the S-O-R (Stimulus–Organism–Response) theory, where influencer characteristics function as stimuli that affect Brand Trust as the organism, which in turn drives Purchase Intention as the response. A quantitative approach was used with purposive sampling to select 100 respondents, and the data were analyzed using SEM-PLS with SmartPLS 4.0. The results indicate that Influencer Attractiveness and Trustworthiness have positive and significant effects on Brand Trust; Trustworthiness and Brand Trust have positive and significant effects on Purchase Intention; whereas Attractiveness does not have a direct effect on Purchase Intention. Brand Trust was found to mediate the effects of both influencer characteristics, confirming that trust in the brand serves as the primary bridge between influencer credibility and consumers’ purchase intention toward Vaseline body lotion