The expansion digital marketing has revolutionized the approach to marketing and advertising strategies brands connect with consumers, especially with the assistance of social media influencers. The aim of this research is to analyse how Mykonos Perfume brand social media influencers influence consumers' likelihood to make a purchase the perfume. It delves into important factors including trustworthiness, expertise, information quality, brand awareness, brand image, brand associations, perceived quality, brand attitude, and purchase intention. These variables are crucial for understanding how influencer traits and brand perceptions influence consumer behavior in a competitive market. This research intends to assess how expertise, trustworthiness, and the quality of information provided by influencers affect consumers' perceptions of brands and their propensity to buy. Furthermore, it delves into how influencer traits furthermore, the brand attitude mediates purchase intention, as well as the impact of brand awareness, associations, image, and perceived quality on moulding brand attitudes. A quantitative approach was adopted, with data gathered from 590 respondents via structured questionnaires. The relationships between the variables were examined using Structural Equation Modeling (SEM) with SMART PLS 4. The results show that influencer information quality, expertise, and trustworthiness significantly and positively influence both brand attitude and purchase intention. Additionally, brand awareness, associations, image, and perceived quality also positively affect brand attitude, which serves as a mediator between influencer characteristics and purchase intentions.