The Impact of Influencer Credibility, Brand Originality Image, and Price Consciousness on Consumer Trust in Local Beauty Products
1Alsya Siti Aenaya, 2Sulhaini
1,2Management Study Program, Faculty of Economics and Business, University of Mataram, Indonesia
https://doi.org/10.47191/jefms/v7-i1-33ABSTRACT:
The main purpose of this study is to examine the effect of influencer credibility, brand originality image, and price consciousness on the consumer trust in local brands of beauty products. The sample in this study was young Indonesian female consumers aged between 17 and 38 years. This study shows that influencer credibility and price consciousness affect the trust of local brands of beauty products, while brand originality image does not affect brand trust. The study provides useful managerial implications for local brands to compete in the country's market.
KEYWORDS:
influencer credibility, brand originality image, price consciousness, brand trust
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