Nowadays, a brand’s marketing strategy has become an all-digital approach. Social media, such as Instagram, is a platform that is frequently used to carry out promotional activities. The use of digital influencers is one of the ways to influence and promote consumers on social media. This study examines the effectiveness level of digital influencers’ perceived influence on consumers’ intention to purchase, focusing on local fashion brand. In addition, other variables, such as influencer trustworthiness and information quality, are also examined, which can affect consumers’ intention to purchase. This study utilized structural equation modeling (SEM) using questionnaires from 228 respondents and processed the data using LISREL 8.51. The results reveal that three variables have proven effective in increasing consumer intention to purchase: perceived influence, brand engagement in self-concept, and influencer trustworthiness. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.