The Impact of Beauty Influencers Review on Purchase Intention of Generation Z Towards Local Beauty Brands
| Main Authors: | Pardede, Gabriella Sondang Debora; School of Business and Management, Institut Teknologi Bandung, Qastharin, Annisa Rahmani; School of Business and Management, Institut Teknologi Bandung |
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| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Proceedings of International Conference on Management in Emerging Markets (ICMEM) SBM ITB
, 2022
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| Online Access: |
https://journal.sbm.itb.ac.id/index.php/ProceedingSBMITB/article/view/4744 https://journal.sbm.itb.ac.id/index.php/ProceedingSBMITB/article/view/4744/1631 |
Daftar Isi:
- 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. This research indicates a positive significant influence of expertise, attractiveness, and trustworthiness on consumer attitude and parasocial interaction; consumer attitude on purchase intention; and parasocial interaction on purchase intention. Keywords: Local Beauty Brand, Beauty Influencers, Social Media, Source Credibility, Consumer Attitude, Para-Social Interactions, Purchase Intention, Generation Z.