Abstract:

The purpose of this study is to analyze the effect of influencer's attributes (trustworthiness, attractiveness, and expertise) as independent constructs on WOM as a dependent construct through brand awareness as a mediating construct. The SPSS V 23 and AMOS V 24 were used to analyze the study data, with a sample of 289 participants determined by the non-probability sampling method who had experience utilizing the Snapchat platform. The findings of this study show that an influencer's trustworthiness, attractiveness, and expertise have a significant and positive impact on brand awareness and WOM, except the effect of the trustworthiness variable on WOM is statistically insignificant. Brand awareness has a direct effect on WOM. The indirect positive effect of an influencer's attractiveness and expertise on WOM is statistically significant by brand awareness as a mediator, while the influencer’s trustworthiness has no indirectly significant influence on WOM through Brand awareness.