THE INFLUENCE OF INFLUENCER CREDIBILITY, INFORMATION QUALITY, AND CONSUMER TRUST ON PURCHASE INTENTION FOR MSME CULINARY PRODUCTS IN MADIUN CITY (Case Study of Content Creator @Ariemadione)

Radina Eka Yunita, Dian Citaningtyas Ari Kadi

Abstract


Digital transformation has changed marketing strategies for Micro, Small, and Medium Enterprises (MSMEs), particularly through the utilization of social media and influencer marketing. This research aims to analyze the influence of influencer credibility, information quality, and consumer trust on purchase intention toward MSME culinary products. This study employed a quantitative approach using primary data collected through online questionnaires. The respondents were selected using purposive sampling based on criteria related to exposure to culinary promotional content on Instagram and residence in Madiun City. Data analysis was conducted using IBM SPSS Statistics version 26, including instrument testing, classical assumption testing, multiple linear regression analysis, t-test, F-test, and coefficient of determination analysis. The findings indicate that influencer credibility, information quality, and consumer trust have positive and significant effects on purchase intention. These results demonstrate that consumers’ willingness to purchase culinary products through social media is influenced not only by promotional exposure but also by the credibility of information sources and the level of trust developed between influencers and audiences. This research suggests that MSMEs and influencers should prioritize authentic communication, accurate information delivery, and sustainable trust-building strategies in digital marketing activities.


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