The Influence of Male Beauty Influencer Review on Social Media Towards Female Purchase Intention on Local Cosmetic Products

Abstract

In the era of digital media, many local cosmetic brands compete in the beauty industry with various advantages offered through social media beauty influencers. Currently, brands are no longer contented with discovering influencers who own the same sex as the product users and strive to develop their target market across gender to show that cosmetics can be for everyone. Therefore, the purpose of this research is to examine the source credibility of opposite-sex beauty influencers and to determine suggestions that can be executed by the local cosmetic brands as their strategies in determining male beauty influencers to increase purchase intention. A quantitative approach using an online survey was conducted with 320 female respondents in Indonesia. The findings of this research indicate that there is a significant influence of expertise, attractiveness, and trustworthiness on consumer attitude; attractiveness and trustworthiness on parasocial interaction; consumer attitude and para-social interaction on purchase intention. Consequently, local cosmetic brands might utilize the findings to guide their selection of male beauty influencers with whom to collaborate to gain the most significant advantage from successful marketing.

Keywords: Female Buyers, Opposite-sex Beauty Influencer, Local Cosmetic Brand, Purchase Intention, Social Media