Abstract

In the competitive market of skin care products, the uncertainty of consumer’s intention is always at the center. The current study investigated the effects of mediation variable of brand image towards endorsers creditability and perceived risk on intention to purchase skincare products. The study has analyzed a total 150 respondents’ using SmartPLS-SEM tool. The results show the credibility of the endorser has a positive effect on the brand image and purchase intention, and the brand image has a positive effect on purchase intention. However, recent evidence indicates that the perceived risk does not always directly suppress purchase intention, especially when brand image is a psychological and perceptual barrier. Endorser credibility, risk perception and purchase intention are mediated by brand image. The results show that the consumers might be willing to purchase skincare products even with some potential risks if the brand image is strong and the endorser is credible, which highlights the link between trust, perception, and decision-making. The contribution of study applied to the theory of consumer behavior in the beauty sector, provides cross-disciplinary insights into marketing strategy and consumer psychology, and offers practical recommendations for marketers on how to select endorsers and improve brand image to increase purchase intention. Limitations include the size of the product, the nature of the sample, and the single-method approach. Future research can use the model for other product categories. Mixed methods can also be applied to investigate specific dimensions of risk.

Keywords

Skincare, Purchase Intention, Brand Image, Endorser Credibility, Risk Perception,

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