The Influence Of Influencer Credibility and Expertise On Repurchase Intention Of Hmns Perfume: The Mediating Role Of Consumer Trust

Abstract

This study investigates how influencer credibility and expertise shape repurchase intention among consumers of HMNS perfume, with consumer trust positioned as a mediating variable. The fragrance sector has grown rapidly, and digital influencers now play a central role in how consumers form opinions and make choices about scent products. Data were gathered through an online survey involving 144 respondents who had purchased HMNS perfume and had encountered influencer content on social media. The analysis relied on SEM-PLS with SmartPLS 4. The results show that influencer credibility (β = 0.354, t = 5.346, p < 0.001) and expertise (β = 0.465, t = 7.417, p < 0.001) both have positive and significant effects on consumer trust. Consumer trust, in turn, significantly influences repurchase intention (β = 0.508, t = 8.906, p < 0.001). In addition, consumer trust significantly mediates the relationship between credibility (β = 0.180, t = 4.311, p < 0.001) and expertise (β = 0.236, t = 5.733, p < 0.001) on repurchase intention. The model explains 36.7% of the variance in consumer trust and 25.8% of the variance in repurchase intention. These findings suggest that HMNS should work with influencers who are not only well-known but also genuinely credible and knowledgeable about fragrance. Trust turns out to be the key pathway through which influencer qualities lead to repeat purchase intention. This study adds to the influencer marketing literature by showing how trust mediates these relationships for experience-based products like perfume.