| dc.description.abstract | This study aims to determine whether followers' perceptions of an influencer's
trustworthiness can lead to responses to the influencers' recommended brands,
specifically brand engagement in self-concept, expected brand value, and intention to
purchase recommended brands. This study used non-probability sampling, especially
purposive technique sampling with the criteria of Indonesians who follow an influencer.
The data was gathered by distributing an online questionnaires via Google Form to a total
of 264 respondents. The data analysis technique utilized is SEM, which is conducted
using the AMOS 22 application. The results showed that perceived influencer
trustworthiness positively influence brand engagement in self-concept, brand expected
value and intention to purchase recommended brand. While, brand engagement in selfconcept
positively influence brand expected value and intention to purchase
recommended brand. Also, brand expected value positively influence intention to
purchase recommended brand. This study will contribute in understanding the process of
transforming consumers' perceptions and behaviour patterns when social media
influencers' recommendations are influenced by their trustworthiness. There are also
some limitations and recommendations for future studies. | en_US |
