The Influence of the Attractiveness of Social Media Influencer on Purchase Intention with Brand Trust as a Mediating Variable (on Beauty Products)

Anastasia Savitri, Suliyanto Suliyanto, Refius Pradipta Setyanto


Influencers and social media are inseparable. Influencers have enormous influence, where influencers can
influence their followers to do what they do. This is the bright side of entrepreneurs to market their products
through influencers on social media. This research focuses on the physical attractiveness or appearance of
influencers, especially in beauty, which can give a halo effect to purchasing the products offered. This
research is based on Social Influence Theory (SIT), where other people's references can influence a person's
attitude or action. In previous studies, it was found that there were inconsistencies in the results of the
attractiveness of influencers on purchase intentions so that researchers were encouraged to do this research.
This study aims to determine the effectiveness of the attractiveness of social media influencers on purchase
intentions for beauty products. This research was conducted on female Instagram users familiar with beauty
influencers such as Tasya Farasya, Rachel Goddard, Suhay Salim, Sarah Ayu, and Abel Cantika. This study
uses purposive sampling with a sample of 100 respondents. The analytical tool used is by using causal stepmediated
regression analysis using SPSS 22 software. The results show that all hypotheses are supported.
Influencer attractiveness has a positive effect on purchase intention and brand trust. Brand trust has a
positive effect on purchase intention. Also, brand trust can partially mediate between attractiveness and
purchase intention.
Keywords: Social Media Influencer; Attractiveness; Brand Trust; Purchase Intention.

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