The Impact of Influencer Credibility on Impulsive Buying: The Mediating Roles of Customer Trust and Product Fit (Evidence from Skintific Customers in Indonesia)

The digital transformation of commerce has fundamentally altered consumer behavior, particularly through the emergence of live streaming shopping, which combines entertainment with real-time purchasing opportunities. This research aims to examine the impact of influencer credibility on impulsive buying behavior, with the mediating roles of customer trust and product fit among Skintific customers in Indonesia. The study employs a quantitative correlational design using survey data collected from 253 active Instagram users who have experienced live streaming shopping and made impulsive purchases of Skintific products. Respondents were selected through purposive sampling based on specific criteria, including experience with live streaming shopping, active Instagram usage, and following at least one beauty influencer. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test both direct and mediating effects. The results indicate that influencer credibility has a significant positive impact on impulsive buying, and this effect is strengthened when mediated by customer trust and product fit. Customer trust enhances consumers’ confidence in influencers’ recommendations, while product fit ensures alignment between promoted products and consumer needs, further encouraging spontaneous purchases. These findings highlight the crucial role of influencer marketing strategies in shaping consumer behavior in the context of live streaming commerce. The research contributes theoretically by enriching the literature on digital consumer behavior and provides practical insights for brands and marketers to design more effective influencer-based promotional strategies.