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September 12, 2025Return Study of Management Economic and BussinesOpen Access

Factors Influencing Consumer Purchase Intention Towards Beauty Products in Indonesia

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Authors

IKIda Ayu Dewi Komala Kartika

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Overview

Quantitative analysis reveals celebrity influencers and consumer attitudes boost purchase intention in Indonesia.

Key Points

  • Celebrity influencers significantly enhance consumer attitudes toward brands, boosting purchase intention.
  • Positive online customer reviews strengthen consumer attitudes, leading to increased brand loyalty and brand awareness.
  • Structural Equation Modeling analysis was employed on responses from 100 Indonesian skincare users to assess complex variable relationships.
  • Results highlight the strategic need for credible influencers and quality products to improve purchase intentions in the beauty sector.

Cite This Study

Ida Ayu Dewi Komala Kartika (2025) studied this question.

synapsesocial.com/papers/68d41da8713b0b5dfea66e16https://doi.org/10.57096/return.v4i9.397
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