THE INFLUENCE OF BEAUTY INFLUENCER ROLE ON PURCHASING DECISIONS WITH BRAND PERSONALITY, BRAND TRUST, AND BRAND IMAGE AS INTERVENING VARIABLES (CASE STUDY ON WARDAH PRODUCT CONSUMERS IN SAMARINDA)

Abstrak

The increasing number of beauty influencers and global skincare products poses a challenge for local cosmetic brands like Wardah. To attract potential customers, Wardah needs to collaborate with the right beauty influencers. This study uses brand personality, brand trust, and brand image as mediating variables to examine how beauty influencers affect consumers' decisions to buy Wardah products. The study employs an online survey with voluntary sampling of 100 respondents in Samarinda City. The respondent criteria include: women residing in Samarinda City, active social media users who follow beauty influencer content, have used or are currently using Wardah cosmetics. Structural Equation Modeling (SEM) was used to evaluate the data and test the correlations between the variables. The findings demonstrate how, through mediating factors, beauty influencers can indirectly affect consumers' decisions to buy Wardah products. Beauty influencers have a big impact on buying decisions because of their reputation and brand trust. The results, however, indicate that brand personality has little bearing on consumer choices

Kata kunci

• Beauty Influencer
• Brand Image
• Brand Trust
• brand personality
• purchase decision
• wardah