The Effectiveness of Social Media Influencers in Driving Beauty Product Purchase Decisions through Content Quality
Abstrak
The increasing adoption of social media influencers in digital marketing strategies underpins this research, particularly in triggering purchase decisions for Glad2Glow beauty products. This research tests the argument that an influencer's effectiveness depends not only on their popularity but also on the quality of the content they present. The purpose of this study is to analyze the influence of social media influencers on content quality and purchase decisions and to confirm the role of content quality as a mediating variable. A quantitative approach was applied in this study by collecting data from 168 female consumers who use Glad2Glow products. The analysis was conducted using structural equation modeling to test the relationship between variables. The research findings show that the presence of social media influencers can significantly increase content quality but does not have a significant direct influence on purchase decisions. Furthermore, content quality was found to have a significant positive effect on purchase decisions and was proven to strongly mediate the intervening relationship. Practically, this study emphasizes that corporations must ensure that the content produced by influencers is relevant, authentic, and persuasive, rather than simply relying on the credibility of the figure.
Artikel teks lengkap
Referensi
Abraham, J. S. E., Floreto, S. J. L., & Pagkalinawan, M. I. B. (2022). Consumer Perception on Influencer Marketing Efforts of Brands in the Beauty and Cosmetics Industry. International Journal of Social and Management Studies, 3(2), 105–118.
Adhidarma, K. G., & Kiky, A. (2025). Pengaruh kredibilitas influencer, kualitas konten, dan engagement terhadap keputusan pembelian pada merek Somethinc. Jurnal Nusa Manajemen, 2(3), 651–678.
Ampornklinkaew, C. (2025). The role of social media influencers in influencing consumers ’ imitation intentions. Digital Business, 5(2), 100143. https://doi.org/10.1016/j.digbus.2025.100143
Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. In Journal of Business Research (Vol. 132, pp. 186–195). https://doi.org/10.1016/j.jbusres.2021.03.067
Benevento, E., Aloini, D., Roma, P., & Bellino, D. (2025). The impact of influencers on brand social network growth : Insights from new product launch events on Twitter. Journal of Business Research, 189(October 2023), 115123. https://doi.org/10.1016/j.jbusres.2024.115123
Blanc, A. Le, Gordon, R., Barratt, S. A., & Schuster, L. (2026). “ Yasss queen ! towards an intersectional understanding of the social media influencer domain .” Journal of Business Research, 202(October 2025), 115699. https://doi.org/10.1016/j.jbusres.2025.115699
Brüns, J. D., & Meibner, M. (2024). Do you create your content yourself ? Using generative artificial intelligence for social media content creation diminishes perceived brand authenticity. Journal of Retailing and Consumer Services, 79(March). https://doi.org/10.1016/j.jretconser.2024.103790
Cai, J., Osman, S., Azizah, S., & Teng, W. (2025). Storytelling , humour , and promotions : How social media marketing influences university students ’ green purchase intention. Sustainable Futures, 10(December 2024), 101001. https://doi.org/10.1016/j.sftr.2025.101001
Cheah, C. W., Koay, K. Y., & Lim, W. M. (2024). Social media influencer over-endorsement : Implications from a moderated-mediation analysis. Journal of Retailing and Consumer Services, 79(March), 103831. https://doi.org/10.1016/j.jretconser.2024.103831
Chekima, B., Chekima, F. Z., & Adis, A.-A. A. (2020). Social Media Influencer in Advertising: The Role of Attractiveness, Expertise and Trustworthiness. Journal of Economics and Business, 3(4). https://doi.org/10.31014/aior.1992.03.04.298
Cristina, D., Mucundorfeanu, M., Szambolics, J., & Amrhein, C. (2025). Examining the immediate and delayed impact of immersive media on the effectiveness of social media influencer advertising : An experimental approach. Computers in Human Behavior Reports, 19(August), 100781. https://doi.org/10.1016/j.chbr.2025.100781
Dhiman, R., & Singh, N. (2025). When AI meets influencers : Role of AI-powered instagram influencers driving consumers ’ purchase intentions : An integration of SMIV & SOR framework. Journal of Open Innovation: Technology, Market, and Complexity, 11(3), 100591. https://doi.org/10.1016/j.joitmc.2025.100591
Dinh, T. C. T., & Lee, Y. (2024). Social media influencers and followers ’ conspicuous consumption : The mediation of fear of missing out and materialism. Heliyon, 10(16), e36387. https://doi.org/10.1016/j.heliyon.2024.e36387
Djafarova, E., Davies, J., & Davies, J. (2025). Exploring the impact of virtual vs human influencers on purchase intentions in fashion/ beauty industry. Journal of Digital Economy. https://doi.org/10.1016/j.jdec.2025.11.001
Domarchi, C., Vuong, Q. C., & Cherchi, E. (2024). The role of emotional coherence in electric vehicle purchasing decisions. Transportation Research Part F: Psychology and Behaviour, 107(May), 997–1014. https://doi.org/10.1016/j.trf.2024.10.018
Eslami, P., Najafabadi, M., & Gharehgozli, A. (2024). Exploring the journey of influencers in shaping social media engagement success. Online Social Networks and Media, 41(October 2023), 100277. https://doi.org/10.1016/j.osnem.2024.100277
Febriyantie, N., & Nur, H. (2025). Effectiveness of content marketing, influencers, and tiktok social media on purchase decisions. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(3), 8576–8589.
Franklin, E. T., Boronow, K. E., Ohayon, J. L., Momplaisir, A., Steele, J., Smith, C. K., Taylor, L., Brock, B. D., & Korie, A. (2025). The Power of Strategic Social Media Influencer Communication to Improve Black Women ’ s Knowledge and Awareness of Environmental Endocrine-Disrupting Chemicals : Surveys of Instagram Users. Journal of Medical Internet Research, 27. https://doi.org/10.2196/66128
Fu, Y., Jiawen, L., Chen, R., Ullah, A., & Elgammal, I. (2026). A new era of rivalry for human influencers : Leveraging opportunities of virtual influencers for digital marketing strategies. Acta Psychologica, 263(December 2025).
Gombos, N. J., & Molontay, R. (2025). Investigating banks ’ social media content and consumer reactions with machine learning. Journal of Open Innovation : Technology , Market , and Complexity, 11(February). https://doi.org/https://doi.org/10.1016/j.joitmc.2025.100512
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks. Sage, 165.
Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: Updated guidelines. Industrial Management and Data Systems, 116(1), 2–20. https://doi.org/10.1108/IMDS-09-2015-0382
Hossain, S., Islam, T., Babu, A., Moon, M., Mim, M., Alam, T. U., Bhattacharjee, A., Sultana, M. S., & Akter, M. M. (2025). The influence of celebrity credibility , attractiveness , and social media influence on trustworthiness , perceived quality , and purchase intention for natural beauty care products. Cleaner and Responsible Consumption, 17(January), 100277. https://doi.org/10.1016/j.clrc.2025.100277
Hussain, K., Mohammad, M., Alam, D., Malik, A., & Tarhini, A. (2024). From likes to luggage : The role of social media content in attracting tourists. Heliyon, 10(19), e38914. https://doi.org/10.1016/j.heliyon.2024.e38914
Ismawati, Lutfi, & Nurhayati, E. (2025). Pengaruh Influencer Marketing Terhadap Purchase Decision dengan Brand Awareness dan Perceived Value Sebagai Variabel Mediasi. Jurnal Ilmiah Manajemen dan Kewirausahaan, 5(2), 244–251.
Jabbour, N., Maalouf, A., Eid, M., Sayegh, E., & Fattouh, D. (2026). Demystifying the path from posts to purchases : A mixed-methods examination of how social media influencers sway users ’ attitudes and online buying intention. Social Sciences & Humanities Open, 13(February), 102632. https://doi.org/10.1016/j.ssaho.2026.102632
Kotler, P., & Keller, kevin L. (2016). Marketing Managemen (15th Editi). Pearson Education,Inc.
Krause, F., & Henkel, S. (2025). Predictors of social media influencer marketing effectiveness : A comprehensive literature review and meta -analysis ☆. Journal of Business Research, 186(April 2023). https://doi.org/10.1016/j.jbusres.2024.114991
Levin, T., Tiggemann, M., Harriger, J., & Fardouly, J. (2025). The influencer effect : Current findings and future directions for research on social media influencers and body image. Body Image, 55(November), 102000. https://doi.org/10.1016/j.bodyim.2025.102000
Mehrabian, A., & Russell, J. . (1974). An Approach to Environmental Psychology. The MIT Press.
Ndasi, W., & Cheung, M. L. (2026). Navigating influence : a mixed-method study on the role of social media influencer type and message content in driving digital engagement and patronage intentions. International Journal of Hospitality Management, 132(October 2024), 104401. https://doi.org/10.1016/j.ijhm.2025.104401
Ngo, T. T. A., An, G. K., Dang, N. Y., Doan, T. T., & Nguyen, V. M. H. (2026). The psychological impact of social media marketing on consumer willingness to pay for tech gadgets : A study on brand perception and. Acta Psychologica, 262(December 2025), 106130. https://doi.org/10.1016/j.actpsy.2025.106130
Olbermann, Z., & Schramm, H. (2025). Brand-related social media influencers as spokespersons after a corporate greenwashing crisis . Implications of parasocial interactions and wishful identification on the perception of the brand image. Public Relations Review, 51(4), 102612. https://doi.org/10.1016/j.pubrev.2025.102612
Pandit, A., Mcleay, F., Zaveri, M. M., Mursalin, J. Al, & Iii, P. J. R. (2026). Continued engagement intention with social media influencers : the role of experience. Internet Research, 35(7), 1–29. https://doi.org/10.1108/INTR-12-2023-1105
Pei, Y., Wu, J., Wang, F., & Wang, S. (2026). Unwavering interests in influencers : Influencer-focused barrages in social media product review videos. Journal of Retailing and Consumer Services, 88(February 2025), 104485. https://doi.org/10.1016/j.jretconser.2025.104485
Purnama, N. K. Y., & Putra, K. E. S. (2025). Pengaruh influencer marketing dan kualitas konten marketing terhadap keputusan konsumen dalam. Prospek: Jurnal Manajemen Dan Bisnis, 7(1), 224–234.
Putri, N. D., & Abdulah, B. (2026). Purchase Decisions: The Impact of Quality, Beauty Influencers, and Brand Image. BALANCE : Economic, Business, Management, and Accounting Journal, 23(1), 23–39. https://doi.org/https://doi.org/10.30651/blc.v23i1.26820
Ren, Q., Zhou, L., & Liu, F. (2022). The Different Perception and Reaction of Customers Towards Traditional Marketing and Influencer Marketing in Food Industry. Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021), 203(Icemci), 3208–3214. https://doi.org/10.2991/assehr.k.211209.523
Rungruangjit, W., Mongkol, K., & Piriyakul, I. (2024). The power of human-like virtual-influencer-generated content : Impact on consumers ’ willingness to follow and purchase intentions. Computers in Human Behavior Reports, 16(August), 100523. https://doi.org/10.1016/j.chbr.2024.100523
Thi, H., & Nguyen, T. (2024). Promoting sustainable consumption and circular economy : the intention of Vietnamese youth consumers to purchase products made from recycled plastics. Chinese Journal of Population, Resources and Environment, 22(2), 194–203. https://doi.org/10.1016/j.cjpre.2024.06.011
Thongmak, M. (2025). Social media horsepower : How content and emotions accelerate luxury car brand engagement. Social Sciences & Humanities Open, 12(June), 101704. https://doi.org/10.1016/j.ssaho.2025.101704
Thuy, T., Ngo, A., Khuong, G., Khoa, D., Quynh, N., & Nguyen, N. (2025). Leveraging social media marketing activities ( SMMAs ) to enhance consumer satisfaction and purchase intention for bio-cosmetics. Acta Psychologica, 261(October), 105768. https://doi.org/10.1016/j.actpsy.2025.105768
Tran, H., Farrell, A., Evanschitzky, H., Nguyen, B., & Ackfeldt, A. (2024). Using affective content to promote high-involvement services on social media. Journal of Business Research, 179(December 2022), 114676. https://doi.org/10.1016/j.jbusres.2024.114676
Wang, J., Ma, Y., Min, L., Geng, J., & Xiao, Y. (2025). The impact of social media fashion influencers ’ relatability on purchase intention : The mediating role of perceived emotional value and moderating role of consumer expertise. Acta Psychologica, 258(February), 105174. https://doi.org/10.1016/j.actpsy.2025.105174
Ye, J., Zhou, X., Zhao, S., & Yua, B. (2026). Does brand anthropomorphism matter ? Impact on brand loyalty and consumer decision-making. Social Sciences & Humanities Open, 13(March), 102664. https://doi.org/10.1016/j.ssaho.2026.102664
Yin, M., Wang, L., Gui, J., Yang, Z., Zhou, G., & Su, C. (2026). Are green influencers persuasive among eco-content followers on China ’ s major social media platforms ? An exploration of emotions , attitudes , and discourse. Acta Psychologica, 264(February), 106596. https://doi.org/10.1016/j.actpsy.2026.106596
Ying, L. J., Chuana, L. Te, Rashid, U. K., & Seman, N. A. A. (2025). Social Media Marketing in Industry 4 . 0 : The Role of TikTok in Shaping Generation Z ’ s Purchase Intentions. Procedia Computer Science, 253, 2176–2185. https://doi.org/10.1016/j.procs.2025.01.278
Penulis
Hak Cipta (c) 2026 Isalman
Artikel ini berlisensi Creative Commons Attribution 4.0 International License.