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July 8, 2025International Journal of Business Economics and Social DevelopmentOpen Access

The Influence of Influencer Marketing and Brand Image on the Purchase Decision of Local Make Up Brands in Cirebon City

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Authors

LPLukas Natanael PasaribuEFErika FauziahLHLis Tatin Hernidatiatin

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Overview

Quantitative analysis reveals significant effects of brand image and influencer marketing on consumer choices for local makeup brands in Cirebon City.

Key Points

  • Influencer marketing and brand image significantly increase the likelihood of purchasing local makeup products.
  • The study involved 384 respondents and revealed that 53% of women prefer local cosmetic brands over foreign ones.
  • Data analysis employed structural equation modeling (SEM) using Smart-PLS software with questionnaires based on a Likert scale.
  • Findings suggest that enhancing brand image and utilizing influencer marketing can effectively boost sales in local makeup markets.

Cite This Study

Pasaribu et al. (2025) studied this question.

synapsesocial.com/papers/68af35e9cf1dd9ea359ea35ahttps://doi.org/10.46336/ijbesd.v6i3.944
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