THE INFLUENCE OF SOCIAL MEDIA BEAUTY GURU OR INFLUENCERS ON CUSTOMERS PURCHASE INTENTION

• Main Author: Dania Zen, Tsakila
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68183
• Institution: Institut Teknologi Bandung

The forces that influence word of mouth recommendations on social media are different from those that influence traditional recommendations. The advantages of social media marketing are that it allows readers to interact with and share content with their networks. In this era, beauty seems to be determined by public opinion or comments (netizens) on social media Instagram, Facebook, and Twitter. In the concept of beauty 4.0, beauty standards increase with the existence of social media. Social media marketing is a platform that enables marketers to interact with and utilize the intelligence of their audience. Sharing of content The sharing of content on social media platforms is a process that involves exchanging and receiving content. This means that social media users can be broadly defined as individuals who are active participants and not merely likers. Prior research also indicated that certain characteristics such as expertise, attractiveness, and trustworthiness can influence a person's purchase intention. The review focuses on the various dimensions of social media that can influence word of mouth. Due to the nature of social media, interactions on it can provide insight into the individuals who are influenced by certain brands. Due to the popularity of social media platforms such as YouTube and Instagram, many people believe that reviews are reliable. The goal of this study is to analyse the influence of social media on the decision-making process of consumers when it comes to purchasing cosmetics. This study will help brands gain a deeper understanding of their customers and develop effective strategies for their marketing campaigns. The study aims to analyse the effects of word-ofmouth (WOM) recommendations generated by social media. This paper focuses on the various dimensions of the social media that can influence word of mouth recommendations. The results of the study revealed that the likability and trustworthiness of a social media influencer did not influence the purchase intention of s a cosmetic product. In addition, the results showed that the popularity of the influencer can influence a consumer's purchase decision.