Influencing The Influenced: How Trustworthiness, Expertise, And Attractiveness Shape Consumer Behavior In The Cosmetic Industry

Abstract

Social media has reshaped brand-consumer interactions, with influencer marketing emerging as a dominant promotional strategy in the cosmetic industry. This study examines the influence of influencer credibility (trustworthiness, expertise, and attractiveness) on consumer purchase behavior, with purchase intention acting as a mediating variable. A quantitative survey was conducted with 327 Indonesian respondents who had been exposed to beauty-related content from popular social media influencers. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that trustworthiness, expertise, and attractiveness significantly influence purchase intention, which in turn significantly affects purchase behavior. Furthermore, purchase intention was found to mediate the relationship between trustworthiness and expertise with consumer behavior. These findings highlight the critical role of influencer credibility in shaping consumer decision-making and provide practical insights for cosmetic brands to enhance engagement and conversion through authentic and strategic influencer partnerships.