PENGARUH BEAUTY INFLUENCER TERHADAP PURCHASE INTENTION SKINCARE GEN Z JAKARTA DENGAN BRAND IMAGE SEBAGAI MEDIASI

Abstract

This study aims to obtain empirical evidence regarding the effect of Attractiveness (ATT), Expertise (EXP), Trustworthiness (TRU), and Perceived Similarity (PS) on Brand Image (BI) and its impact on Purchase Intention (PI). The object of this study is Mega Beauty Influencers in the skincare industry. The sample was selected using purposive sampling by distributing questionnaires to 288 Generation Z respondents domiciled in the Special Capital Region of Jakarta who actively use social media, are aware of Beauty Influencers, and have purchased skincare products because of Beauty Influencer content. The data were analyzed using Structural Equation Modeling Partial Least Squares (SEM-PLS) with WarpPLS 8.0 software. The results show that ATT, EXP, TRU, and PS have a positive effect on BI. In addition, ATT, TRU, PS, and BI have a positive effect on PI, whereas EXP has no effect on PI. BI is also proven to act as a partial mediator in the relationships of ATT, TRU, and PS with PI, and as a full mediator in the relationship between EXP and PI.