The Role of Beauty Influencers and Online Reviews on Purchase Intention of Makeup Products

Abstract

The trend of makeup products continues to increase, the era of digitalization has influenced the growth of the influence of beauty influencers in marketing makeup products which has an impact on purchasing intentions for makeup products. This research aims to find evidence regarding how beauty influencers influence consumers’ purchasing intentions for makeup products in Surabaya. The results from 239 respondents show that variable relationships influence consumer purchasing intentions, using the SEM (Structural Equation Modeling) method. The research was processed using SPSS Statistics 27 and Amos Graphics. The research results are processed through measurement models and structural models. This research contributes to gaining a deeper understanding of the strength of purchasing intentions influenced by beauty influencers. This study found that online customer reviews and the role of an influencer with high credibility can influence consumer attitudes toward purchase intention. Additionally, brand loyalty was proven to have a significant impact on the purchase intention of makeup products.