Micro-Influencer Credibility and Millennial Consumers Purchase Decisions: Evidence from Indonesia
Keywords:
Authenticity, Digital Marketing, Micro-Influencer Credibility, Millennial Consumers, Purchase DecisionAbstract
This study aims to analyze the effect of micro-influencer credibility on millennial consumers’ purchase decisions in Indonesia. The rapid development of social media has transformed marketing communication into a more personal, interactive, and trust-based process. Micro-influencers play an important role because they are perceived as having closer relationships with audiences, natural interactions, and the ability to build trust through relevant content. This study employed a quantitative explanatory approach with a cross-sectional design involving 230 millennial consumers selected through purposive sampling. Respondents were active social media users born between 1981 and 1996 who had been exposed to micro-influencer promotional content within the previous six months and had considered or purchased products based on recommendations. Data were collected through an online questionnaire using a five-point Likert scale and analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM). Micro-influencer credibility was measured through trustworthiness, expertise, attractiveness, authenticity, and influencer–brand fit. The findings indicate that all dimensions positively and significantly influence purchase decisions. Trustworthiness was the strongest predictor, followed by authenticity, expertise, influencer–brand fit, and attractiveness. The model explained 67.2% of the variance in purchase decisions. These findings support Source Credibility Theory and provide practical guidance for companies in selecting credible micro-influencers aligned with brand values.
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