INFLUENCER CREDIBILITY AND ITS IMPACT ON WARDAH PRODUCT PURCHASE INTENTION WITHIN @BEAUTYBEYONDB.LUX

Abstract

Indonesia's beauty sector has witnessed substantial expansion fueled by digital innovation and evolving consumer patterns, with social media platforms becoming increasingly central to consumer engagement. Influencer trustworthiness has emerged as a pivotal element in influencing consumer purchase intentions; however, studies examining its impact on domestic halal cosmetic brands like Wardah, particularly within Indonesia's beauty community context, remain scarce. This investigation seeks to examine how influencer credibility affects the purchase intentions of Wardah products among individuals following the Instagram account @beautybeyondb.lux. The research adopts a quantitative methodology employing a verificative paradigm. The study population encompasses all individuals following the @beautybeyondb.lux account, approximating 500 followers, from which 83 participants were selected as the sample. Sample size determination utilized the Slovin formula with a 10% error margin, while participant selection employed simple random sampling techniques. Data collection was conducted through a questionnaire utilizing a Likert scale ranging from 1 to 5, assessing influencer credibility across three dimensions: trustworthiness, expertise, and attractiveness, alongside purchase intention measured through interest in purchasing, buying consideration, and recommendation willingness. Statistical examination employed simple linear regression analysis facilitated by SPSS version 25. Findings revealed that influencer credibility exerts a positive and substantial impact on Wardah product purchase intentions, demonstrating a robust linear correlation pattern. These results validate that elevated perceptions of influencer credibility among followers correspond with heightened purchase intentions toward endorsed products. The study advises that Wardah should emphasize partnerships with highly credible influencers by leveraging authentic content creation, transparent messaging, and sustained engagement to strengthen community-oriented digital marketing effectiveness.