The Impact of Advertising Appeal, Influencer Credibility, and Brand Trust on Consumer Behavior
Keywords:
Advertising Appeal, Influencer Credibility, Brand Trust, Consumer Behavior, Digital MarketingAbstract
This study examines the impact of advertising appeal, influencer credibility, and brand trust on consumer behavior in the contemporary digital marketing environment. A quantitative explanatory research design was employed, with data collected from 250 consumers through a structured questionnaire using a five-point Likert scale. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate the measurement and structural models. The results demonstrate that advertising appeal has a positive and significant effect on consumer behavior (β = 0.287; t = 4.892; p < 0.001). Influencer credibility also has a positive and significant effect on consumer behavior (β = 0.301; t = 5.217; p < 0.001). Furthermore, brand trust produces the strongest positive and significant effect on consumer behavior (β = 0.356; t = 6.184; p < 0.001). The coefficient of determination indicates that advertising appeal, influencer credibility, and brand trust jointly explain 68.2% of the variance in consumer behavior. These findings highlight the importance of integrating persuasive advertising, credible influencer communication, and strong brand trust in developing effective marketing strategies. The study provides practical implications for businesses seeking to strengthen consumer responses and build sustainable relationships with their target markets.
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