THE INFLUENCE OF INFLUENCERS ON REPURCHASE INTENTION AND THE MEDIATING ROLE OF BRAND TRUST FOR COSMETIC AND SKINCARE PRODUCTS AMONG CONSUMERS IN THE BANGKOK METROPOLITAN AREA

Abstract

This study aimed to develop and validate a causal relationship model explaining the influence of influencers on consumers repurchase intention toward cosmetic and skincare products, with brand trust serving as a mediating variable. Data were collected through an online survey administered to 363 consumers residing in the Bangkok Metropolitan Region and analyzed using Structural Equation Modeling (SEM). The results showed high levels of perceptions regarding influencer characteristics, brand trust, and repurchase intention, with mean scores of 4.049, 4.136, and 4.163, respectively. Trustworthiness was identified as the most important influencer attribute. The proposed model demonstrated a good fit with the empirical data. Influencer influence had significant positive effects on brand trust (β = 0.792) and repurchase intention (β = 0.258), while brand trust positively affected repurchase intention (β = 0.631) (p < 0.01). Furthermore, brand trust played a key mediating role in linking influencer influence to repurchase intention. The model explained 72.4% of the variance in repurchase intention (R² = 0.724). These findings suggest that selecting trustworthy influencers can effectively strengthen brand trust and encourage sustainable repurchase behavior.

Keywords: Influencer, Brand Trust, Repurchase Intention, Cosmetics and Skincare, Structural Equation Modeling