Pengaruh Ulasan Online dan Endorsement Selebriti terhadap Niat Beli Kosmetik pada Konsumen Perempuan Muda

Abstract

This study aims to analyze the effect of celebrity influencer’s credibility, celebrity influencer’s attractiveness, online customer reviews, and attitude toward brand on the purchase intention of young female consumers of cosmetic products. This research employs a quantitative approach using hypothesis testing with a correlational research design. Data were collected through an online questionnaire distributed to 154 female respondents aged 18–35 years in the Jabodetabek area who actively use social media and have purchased cosmetic products based on influencer recommendations. The data analysis technique used is Structural Equation Modeling (SEM) with the assistance of AMOS software. The results indicate that celebrity influencer’s credibility, celebrity influencer’s attractiveness, and online customer reviews do not have a significant effect on attitude toward brand. In contrast, attitude toward brand has a positive and significant effect on purchase intention. These findings suggest that consumers’ purchase intention is more strongly influenced by their attitude toward the brand rather than external factors such as influencers and online reviews. Therefore, cosmetic companies are advised to focus more on building positive consumer attitudes toward their brands through more relevant and emotionally engaging marketing strategies.