The Effect of Beauty Influencers and Social Media Advertising on Purchase Decisions for Skincare Products Through Purchase Intention as a Mediating Variable: A Study on Somethinc Product Consumers in Beji, Bangil, and Pandaan

The swift expansion of the cosmetics industry in Indonesia can be seen as part of the impact of globalization, where beauty and skincare trends from various countries are quickly influencing consumer preferences in Indonesia. With the development of technology and social media, information about beauty trends from various parts of the world can be easily accessed by Indonesians. The trend of beauty products in Indonesia itself has shown a positive trend in recent years. People’s increasing interest in personal beauty is the main factor that drives the increasing use of beauty products. This research analyzes the impact beauty influencers and social media advertising have on purchasing decisions for skin care products, with purchase intention as a mediating variable. Using a descriptive quantitative method with purposive sampling technique with a population of consumers of Somethinc products in Beji, Bangil, and Pandaan Districts, Pasuruan, East Java, data collection was carried out through distributing questionnaires. The sample size used was 120 respondents. The data obtained were analyzed using statistical programs for social science analysis techniques through SPSS 20.0 software and multivariate analysis techniques through WarPLS 8.0 software. The results showed that beauty influencers have a significant effect on purchasing decisions, while social media advertising has no effect. Purchase interest has a positive and significant effect on purchasing decisions and is able to fully mediate the influence of beauty influencers and partially the influence of social media advertising. Based on the results of this study, Somethinc product companies are expected to be able to increase purchases through consumer purchasing decisions and beauty influencers.