Abstract
The purpose of the research was to discover how social media influencers influenced the brand image, self-concept and the purchase intention of cosmetic consumers. The social media influencers became the third party which provided information about cosmetic products to the social media audience. Those who had the same self-concept with the influencers often viewed them as role models in consumption. The increase of self-concept and brand image affected a consumer’s purchase intention. The research would implement the cross sectional design, with the data gathered through online questionnaires shared in social media accounts. The samples would be gathered using the convenience sampling technique, with respondents up to 219 people. The research implemented the purchase intention as the endogenous variable and social media influencers as the exogenous variable, as well as brand image and self-concept as the intervening variable. The analysis method that would be implemented was the Structural Equation Modeling (SEM), using the SmartPLS software. The research resulted in the significant negative influence of both social media influencer and self concept towards the purchase intention, in contrast with the brand image which had a significant positive effect.
Highlights
The social media was an online communication tool that made a huge impact towards the society (Dân & Nam 2018), encouraging companies to expand their marketing practices in the social media
There were several experts who believed that social media influencers would increase over the years, since the use of social media influencers as a marketing media was becoming popular in Indonesia
The Average Variance Extracted (AVE) value of around 0.5 stated that one latent variable represented more than half of the variants of the average indicators (Sarwono and Narimawati, 2015)
Summary
The social media was an online communication tool that made a huge impact towards the society (Dân & Nam 2018), encouraging companies to expand their marketing practices in the social media. As stated by Munukka et al (2016), an influencer could evaluate a product that consumers would admire, encouraging them to purchase it. They provided the latest information and were able to influence consumers’ attitudes and behaviors (Liu et al, 2015). Until 2018, companies in Indonesia had allocated their marketing budget for social media influencers around 20-30% higher than last year
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