Akbar, Vito Reyhan and Pinem, Robetmi Jumpakita (2026) THE IMPACT OF INFLUENCER TRANSPARENCY IN SPONSORED CONTENT AND INFLUENCER CREDIBILITY ON PURCHASE INTENTION THROUGH BRAND TRUST IN TECH ACCESSORIES PRODUCTS (A STUDY ON UGREEN CUSTOMERS IN SEMARANG). Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro.

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Abstract

2This study investigates the impact of influencer transparency and influencer
credibility on consumer purchase intention, focusing on the mediating role of brand
trust. Contextualized within the technology accessories market, the research
examines consumers of UGREEN products in Semarang who engage with review
content from the YouTube channel GadgetIn. Utilizing a quantitative explanatory
design, data was collected from 305 respondents via purposive sampling and
analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).
The structural analysis reveals that both influencer transparency and credibility
have a significant positive effect on brand trust. Furthermore, while influencer
transparency directly and significantly drives purchase intention, influencer
credibility does not exert a significant direct effect on it. Consequently, brand trust
functions as a partial mediator between transparency and purchase intention, and as
a full mediator between credibility and purchase intention. The findings indicate
that in high-involvement technological markets, an influencer's technical credibility
must successfully cultivate institutional brand trust before it can generate concrete
retail transactions.
Keywords: Influencer Transparency, Influencer Credibility, Brand Trust,
Purchase Intention, Tech Accessories.
211 Administrasi Bisnis 2026

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