The influence of social media influencers on purchase intention with brand image and customer engagement as intervening variables

This study investigates how brand image and consumer engagement with social media influencers affect purchase intention. Avoskin product reviews are regularly shared by influencers including Rachel Goddard, Jovi Adhiguna, Suhay Salim, Abel Cantika, and Tasya Farasya, which improves audience engagement and brand image. Sales data shows that Avoskin is not yet the most popular makeup brand, despite the fact that these influencers are among the top beauty influencers. This implies that influencer marketing has the power to mold consumer engagement and brand image, which in turn influences purchase intention. Three hundred respondents filled out an online questionnaire as part of the study's quantitative methodology. Using the SmartPLS software, structural equation modeling, or SEM, was used to analyze the data. The findings demonstrated that Avoskin's brand image, consumer involvement, and purchase intention are all considerably and favorably impacted by social media influencers. Additionally, brand image and customer engagement also significantly and positively affect purchase intention. Given the modest influence of social media influencers, future research should consider using influencers with more followers or different demographics to reach a more diverse audience. It is also recommended to expand the population and sample size to obtain more accurate results. This study emphasizes the importance of monitoring consumer trends and testing new marketing strategies to maximize outcomes.