The Role of Beauty Influencers and Online Reviews on Purchase Intention of Makeup Products
Dublin Core
Title
The Role of Beauty Influencers and Online Reviews on Purchase Intention of Makeup Products
Creator
Syallom Miracle Sachiko K, Indarini, Dudi Anandya
Proceedings Item Type Metadata
meta_title
The Role of Beauty Influencers and Online Reviews on Purchase Intention of Makeup Products
Abstract/Description
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.
publication_date
2025/06/15
pdf_url
https://insyma.org/proceedings/files/articles/Indarini_Indarini.pdf
abstract_html_url
https://insyma.org/proceedings/items/show/452
keywords
Beauty influencer, purchase intention, makeup products
firstpage
852
lastpage
856
issn
3047-857X
conference
Proceedings of the International Symposium on Management (INSYMA)
Volume
22
publisher_name
Fakultas Bisnis dan Ekonomika, Universitas Surabaya
no article
141
Files
Citation
Syallom Miracle Sachiko K, Indarini, Dudi Anandya, “The Role of Beauty Influencers and Online Reviews on Purchase Intention of Makeup Products,” Proceedings of the International Symposium on Management (INSYMA), accessed July 1, 2025, https://insyma.org/proceedings/items/show/452.