ABSTRACT
According to a research conducted by WeAreSocial in 2019, YouTube is the most active social media platform used by Indonesian, for one of its benefits as a media for marketing various kinds of products. People who have big impact on social media are usually called social media influencer. This research focuses at the impact and role of perceived trust in mediating social media influencer value (SMIV) model, which consists of advertising value and source credibility towards brand awareness and purchase intention, with a product that is categorized as high involvement product. The method used in this research is quantitative research by conducting survey process. The data obtained will be analyzed with Structural Equation Model (SEM) method and the result shows that perceived trust did not give any mediating impact. However, SMIV model has some direct effect towards brand awareness and purchase intention. Further results are also discussed in this research.
