Deniv Rinanto Nugroho, Jihan Kusuma Linardi, Aswanti Setyawati, Muhammad Iqbal Firadus


In this era, marketing through influencers is the most effective way for companies to increase purchase intention in products and services. Most people who are searching for information about products or services often consider influencers as credible information to determine whether a product and service are worth to purchase or not. This research aims to find out the causal relationship between influencer credibility, consumer trust in e-commerce, and purchase intention of low-cost carrier ticket. The data was collected through a random sampling with 125 respondents.This research was analyzed by path analysis with a quantitative approach. The results show that the direct effect of influencer credibility on consumer trust in e-commerce is (0.557), consumer trust in e-commerce on purchase intention is (0.570), influencer credibility on purchase intention is (0.182). Finally, the indirect effect of influencer credibility through consumer trust in e-commerce on purchase intention is (0.317).


: Influencer, consumer trust, e-commerce, purchase intention, low-cost carrier

Full Text:



Agag, G. M., & El-Masry, A. A. (2017). Why Do Consumers Trust Online Travel Websites? Drivers and Outcomes of Consumer Trust toward Online Travel Websites. Journal of Travel Research, 56(3), 347–369.

Fathurahman, M. Z., Putri, A. P., & Fahriza, B. (2018). The Effect of Airlines Delay Towards Customer Retention in Indonesian Low Cost Carrier. 827–836.

Firmananda, R., Silalahi, I. K., Ihsan, M., & Azhar, R. F. (2014). Analisis Strategi Bersaing Lion Air dalam Menghadapi Persaingan Usaha Penerbangan Komersial dalam Lingkup ASEAN.

Fitantri, A., Madhani, A. I., & Widiastuti, S. (2018). Assessment of Customer’S Satisfaction on Baggage Handling Service At Soekarno-Hatta International Airport. 147(Grost), 561–570.

Khan, A. G. (2016). Electronic Commerce: A Study on Benefits and Challenges in an Emerging Economy. Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Inc, 16(1).

Kian, T. P., Boon, G. H., Fong, S. W. L., & Ai, Y. J. (2017). Factors That Influence the Consumer Purchase Intention in Social Media Websites. 6(4), 208–214.

Lim, X. J. (2017). The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. December.

Lisichkova, N., & Othman, Z. (2017). The Impact of Influencers on Online Purchase Intent. May 2017, 1–64.

Loeper, A., Steiner, J., & Stewart, C. (2014). Influential Opinion Leaders. Economic Journal, 124(581), 1147–1167.

Maulana, I., Merseyside, J., & Salsabila, O. (2020). Pengaruh Social Media Influencer Terhadap Perilaku Konsumtif di Era Ekonomi Digital. 17(1), 28–34.

Okuah, O., Elizabeth, P., Africa, S., Scholtz, B. M., Elizabeth, P., Africa, S., Snow, B., Elizabeth, P., & Africa, S. (2019). A Grounded Theory Analysis of the Techniques Used by Social Media Influencers and Their potential for Influencing the Public Regarding Environmental Awareness.

Riskhi et al. (2018). PENGARUH KREDIBILITAS ENDORSER TERHADAP MINAT BELI DENGAN TIGA TIPE KONSUMEN PADA INDUSTRI BUSANA MUSLIMAH Ayu Ningsetya Mardika Riskhi, Jono M Munandar, dan Mukhamad Najib Fakultas Ekonomi dan Manajemen, Pascasarjana Institut Pertanian Bogor. 8(3), 579–596.

Rofiq, A., & Mula, J. (2010). The effect of customers’ trust on e-commerce: a survey of Indonesian customer B to C transactions. … of the International Conference on Arts, …, February, 1–9.

Stage, F. K., Carter, H. C., Nora, A., & Carter, H. C. (2010). Path Analysis : An Introduction and Analysis of a Decade of Research. July 2014, 37–41.

Wang, S. W., Kao, G. H., & Ngamsiriudom, W. (2017). Journal of Air Transport Management Consumers ’ attitude of endorser credibility , brand and intention with respect to celebrity endorsement of the airline sector. Journal of Air Transport Management, 60, 10–17.

Wang, X., Yu, C., & Wei, Y. (2012). Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework. Journal of Interactive Marketing, 26(4), 198–208.

Younus, S., Rasheed, F., & Zia, A. (2015). Identifying the Factors Affecting Customer Purchase Intention. 15(2).



  • There are currently no refbacks.

Copyright (c) 2020 Advances in Transportation and Logistics Research

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Advances in Transportation and Logistics Research

ISSN: 2622-5778 (online)
Published by: Institut Transportasi dan Logistik Trisakti, Jakarta - Indonesia

ATLR by is licensed under a Creative Commons Attribution 4.0 International License.