Impact of Influencers on Indonesian Gen Z’s Cosmetics Purchase Intention Through Social Media

Digitalization has transformed various aspects of life in Indonesia, driven by increased internet access and mobile device adoption. By 2024, Indonesia has over 221 million internet users, making it a significant digital market. This change has notably impacted the business sector, with influencers becoming crucial in marketing strategies, particularly in the cosmetics industry. Influencers, ranging from celebrities to individuals with large followings, enhance brand awareness and drive sales through product promotions and reviews. This study examines the impact of attractiveness, expertise, and trustworthiness on emotional attachment, brand trust, and purchase intention. The findings show that attractiveness does not significantly influence purchase intention. Conversely, emotional attachment and brand trust positively affect all three dependent variables. Future research should broaden the model by incorporating additional relevant variables and contexts, supported by a robust body of literature to strengthen the hypothesis and research quality.