Instagram Micro-Influencer’s Factors in Influencing Purchase Intention Towards Bath & Personal Care Products

Abstract

Nowadays, social media has a significant impact on marketing. Many businesses use several marketing strategies to increase customers'; purchase intentions and average revenue, including cosmetics businesses. Moreover, marketing also has a high contribution in the cosmetics industry, especially in increasing purchase intentions and average revenue, and influencer marketing is one option. This research is focused on analyzing micro-influencers since they have a high engagement rate compared to other influencers with a higher number of followers. However, there is difficulty in determining which micro-influencers have good factors that can influence customer purchases. This research aims to identify micro influencers'; influential factors towards purchase intention for cosmetics products from 224 respondents who are followers of The Daily Maiimi, a local online cosmetics store on Instagram and uses SEM-PLS as the analysis method. There are five variables used in this research: trustworthiness, expertise, attractiveness, brand congruence, and purchase intention. This research shows that three significant variables influence purchase intention: attractiveness, expertise, and brand congruence.

Keywords: bath products, cosmetics, Instagram, marketing, micro-influencer, purchase intention, source of credibility