The Impact of Digital Content Consumption Intensity and Influencer Credibility on Skincare Purchase Decisions Mediated by Lifestyle

Abstract

This study is motivated by the rapid growth of digital content consumption and the role of influencers in shaping skincare purchase decisions, particularly among consumers in non-metropolitan areas such as Cilaku District, Cianjur Regency, a context that remains underrepresented in prior literature. This study aims to analyze the influence of Digital Content Consumption Intensity and Influencer Credibility on Purchase Decisions, with Consumer Lifestyle as a mediating variable. A quantitative causal-associative approach was employed, involving 160 respondents selected through purposive sampling and analyzed using Structural Equation Modeling based on Partial Least Squares (SmartPLS 3). The results show that all seven hypotheses were supported. Digital Content Consumption Intensity and Influencer Credibility positively and significantly affect Consumer Lifestyle (β = 0.484; 0.248) and Purchase Decision (β = 0.291; 0.274), while Consumer Lifestyle positively and significantly affects Purchase Decision (β = 0.267) and partially mediates both independent variables. Digital Content Consumption Intensity was found to be the most dominant factor, so business actors are advised to increase the frequency of digital content publication consistently, while future research is recommended to add other variables such as consumer trust and product quality to enrich the model.