THE IMPACT OF BEAUTY INFLUENCERS REVIEW ON PURCHASE INTENTION OF GENERATION Z TOWARDS LOCAL BEAUTY BRAND

• Main Author: Sondang Debora Pardede, Gabriella
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57763
• Institution: Institut Teknologi Bandung

In Indonesia, the Beauty & Personal care market is thriving and considered one of the fastest- growing consumer markets. The strong growth is due to the generational shift with young customers penetrating the market and the reinforcement of social media users to generate beauty-related content. These users are known as beauty influencers. Beauty influencers have rapidly become the most successful way to target beauty customers. However, many long- standing players in the beauty industry are struggling to keep up with cutting-edge brands that collaborated with influencers far earlier in the game. For certain long-time competitors in the beauty industry, this transition is difficult to accept and challenging. Thus, this research aims to understand how Indonesian beauty influencers affect the purchase intention of Generation Z towards local beauty products being reviewed by them. The online survey obtained 308 respondents and was analyzed by the PLS-SEM statistical method. Result of this research indicates that there is a positive significant influence of expertise, attractiveness, and trustworthiness on consumer attitude and Para-social Interaction (PSI); consumer attitude on purchase intention; and also Para-social Interaction (PSI) on purchase intention. Therefore, local beauty brands could use the result of thisstudy to be the considerations in choosing beauty influencers to partner with in order to generate a maximum benefit of an effective product promotion which can boost sales and lead to more profitability.