Effect of Social Media Engagement and Beauty Influencers on Purchase Intentions of Indonesian Beauty Products
DOI:
https://doi.org/10.35870/jemsi.v11i1.3756Keywords:
Social Media Engagement, Beauty Influencers, Consumer Purchase Intention, Local Beauty ProductsAbstract
This study aims to analyze the relationship between social media engagement, influencers, and purchase intention for local beauty products in Indonesia. Apart from that, this research was also conducted to find out whether social media involvement mediates the relationship between influencers and purchase intentions. The research method used was a quantitative approach. The research sample includes Indonesian beauty product consumers who actively follow Indonesian beauty product influencers on social media. The data collection successfully recruits a total sample of 104 people, gathered using a purposive sampling technique. The research instrument used was adapted from previous studies and compiled into a questionnaire that was completed with five-point Likert scale answer choices. Based on the results of the analysis, beauty influencers do not directly impact purchase intentions but significantly increase social media engagement. Social media engagement, in turn, positively influences purchase intent and acts as a mediating variable between beauty influencers and purchase intention.
Downloads
References
Adi, A. K. P. G., & Qastharin, A. R. (2024). Influence of Beauty Micro-Influencer Towards Indonesian Purchase Intention of Skincare Products. Mandalika Journal of Business and Management Studies, 2(2), 209-227. https://doi.org/10.59613/mjbms.v3i1.137.
Aleksijevits, K. (2019). Consumer motivation and behaviour when selecting a wellness holiday destination. International Journal of Spa and Wellness, 2(2), 78-97. 10.1080/24721735.2020.1771017.
Alika, F., Listiana, E., Afifah, N., Juniwati, J., & Mayasari, E. (2024). TikTok social media marketing and beauty influencers' impact on skintific purchase decisions through brand awareness. Journal of Management Science (JMAS), 7(1), 165-174. https://doi.org/10.35335/jmas.v7i1.397.
Alzate Barricarte, M., Arce Urriza, M., & Cebollada Calvo, J. (2021). Online reviews and product sales: the role of review visibility. Journal of Theoretical and Applied Electronic Commerce Research, 16 (4), 638-669.
Asad, S. (2024). The Effect of Social Media Influencers on Brand Trust and the Moderating Role of. Market Forces, 19 (1), 01, 28. https://doi.org/10.51153/mf.v19i1.643.
bin Rachman, N. T. (2024). Analysis of Influencer Marketing Strategies in the Indonesian Beauty Industry and Its Impacts Consumer’s Buying Decision. Asian Journal of Entrepreneurship, 5(2), 14-23.
Binwani, K. J., & Ho, J. S. Y. (2019). Effects of social media on cosmetic brands. Khusboo, JB & Ho, JSY (2019). Effects of Social Media on Cosmetic Brands. Journal of Marketing Advances and Practices, 1(2), 1-10.
Bui, M. T., Tran, T. T. H., Phi, H. M., Nguyen, N. D., Nguyen, T. T. M., & Pham, T. L. (2021, October). Impact of digital celebrities on their followers’ purchase intention: Roles of wishful identification, parasocial relationship, and behavioral loyalty. In 2nd International Conference on Human-Centered Artificial Intelligence, Computing4Human (pp. 191-198).
Candra, W. K. S. (2023). The Effect of Social Media Influencer Characteristics on Purchase Intention on Beauty Products in Indonesia. IQTISHODUNA, 19(2), 133-157.
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of business research, 117, 510-519.
Castillo, R. A., Jaramillo, C. Z., & Sy, L. (2022). The Effectiveness of Social Media Influencers in the Cosmetic and Skincare Industry to the Purchase Intention of the Generation Z Filipinos. Journal of Business and Management Studies, 4(2), 180-191. https://doi.org/10.32996/jbms.2022.4.2.14.
Dewi, A. C., & Novitasari, P. (2023). Enhancing of Purchase Intention: The Role of Social Media Influencer and Brand Awareness. JURNAL EKONOMI BISNIS DAN KEWIRAUSAHAAN, 16-25.
Eckstein, M. (2021). Social media engagement: why it matters and how to do it well. Buffer Inc.: San Francisco, CA, USA.
Galdón Salvador, J. L., Gil Pechuán, I., AlFraihat, S. F. A., & Tarabieh, S. M. (2024). Effect of Social Media Influencers on Consumer Brand Engagement and its Implications on Business Decision Making. El Profesional de la información (Online), 33(2). https://doi.org/10.3145/epi.2024.0210.
Gregor, B., & Olejniczak, A. (2023). Consumer Preferences Towards Influencer Marketing in the Beauty Industry on Instagram and Youtube Platforms (Comparative Analysis). Marketing of Scientific and Research Organizations, 49(3), 47-64.
Hasan, G., & Hasvia, T. G. (2023). The Influence of Beauty Vloggers on Gen Z Consumers' Purchase Intentions towards Local Brand Cosmetics Mediated by Brand Image. International Journal of Economics Development Research (IJEDR), 4(2), 1326-1344.
Joe F Hair, Jeffrey Joe Risher, Marko Sarstedt, Christian M Ringle, "When to use and how to report the results of PLS-SEM", European Business Review, https://doi.org/10.1108/EBR-11-2018-0203.
Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: the impact of macro and micro social media influencers’ disclosure. Journal of marketing management, 36(3-4), 248-278.
Khairani, A., Islamiaty, M., Qariba, I., & Aprianingsih, A. (2021). The Strategy of Indonesian Local Skin Care to Compete Global Firm in Pandemic Situation. Jurnal Perilaku Dan Strategi Bisnis, 9(2), 137-146.
Ki, C.-W., & Kim, Y.-K. (2019). The mechanism by which socialo media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology and Marketing, 36(2), 1-18.
Ligariaty, Y., & Irwansyah. (2021). Narasi Persuasi Social Media Influencer dalam Membangun Konsep Kecantikan dan Kepercayaan Diri. Jurnal Pustaka Komunikasi, 4(2), 173-186.
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of interactive advertising, 19(1), 58-73.
Maitri, W. S., Suherlan, S., Prakosos, R. D. Y., Subagja, A. D., & Ausat, A. M. A. (2023). Recent trends in social media marketing strategy. Jurnal Minfo Polgan, 12(1), 842-850.
Nursansiwi, D. A. (2024). The Impact of Social Media Influencers on Consumer Behavior. Management Studies and Business Journal (PRODUCTIVITY), 1(2), 180-188.
Okonkwo, I., & Namkoisse, E. (2023). The Role of Influencer Marketing in Building Authentic Brand Relationships Online. Journal of Digital Marketing and Communication, 3(2), 81-90.
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6).
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of retailing and consumer services, 53, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011.
Song, B. L., Lee, K. L., Liew, C. Y., & Subramaniam, M. (2023). The role of social media engagement in building relationship quality and brand performance in higher education marketing. International Journal of Educational Management, 37(2), 417-430.
Suprapto, W., Hartono, K., & Bendjeroua, H. (2020). Social media advertising and consumer perception on purchase intention. In SHS Web of Conferences (Vol. 76, p. 01055). EDP Sciences.
Trunfio, M., & Rossi, S. (2021). Conceptualising and measuring social media engagement: A systematic literature review. Italian Journal of Marketing, 2021(3), 267-292.
Verplancke, J., & Gelati, N. (2022). The effect of influencer marketing on the buying behavior of young consumers: A study of how the purchase intention of young consumers is affected by brands within the fashion and beauty industries.
Downloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
