Exploring The Mediating Role of Influencer Credibility on Halal Products: Does Over-Endorsement Still Influence Purchase Intention?

Abstract

This study analyzes the effect of over-endorsement on purchase intention toward halal products, both directly and through Influencer Credibility as a mediating variable, among consumers in Aceh Province. The research is motivated by the rapid growth of influencer marketing in Indonesia's halal economy, the emergence of over-endorsement, excessive brand promotion within a short period that raises doubts about a recommendation's sincerity, and Aceh's implementation of Islamic law, which shapes local consumers' expectations of integrity. Using a quantitative SEM-PLS (Structural Equation Modeling-Partial Least Squares) approach via SmartPLS 4.0, primary data were collected from 150 respondents in Aceh through purposive sampling and a Likert-scale questionnaire, focusing on followers and viewers of three Acehnese influencers who actively endorse halal products. The results show that over-endorsement has a negative and significant effect on purchase intention, both directly and through influencer credibility; it also significantly lowers influencer credibility, while credibility itself has a strong positive effect on purchase intention. The mediation test confirms that influencer credibility partially mediates this relationship, as both direct and indirect paths are significant. Overall, for consumers in Aceh, over-endorsement reduces purchase intention through two simultaneous channels: directly, by triggering skepticism, and indirectly, by undermining the credibility halal-conscious consumers rely on.