The Repurchasing Intention Organic Cosmetics of Consumers through Beauty Influencer Reviews on Instagram
DOI:
https://doi.org/10.55164/ecbajournal.v18i3.282569Keywords:
Beauty Influencer, Brand Awareness, Attitude, Repurchasing Intention, Organic CosmeticsAbstract
This study aimed to examine the influence of beauty influencers on brand awareness, attitudes, and repurchase intentions of organic cosmetics on Instagram among consumers. The study provides guidance product development and strategic planning for using beauty influencers to stimulate consumer repurchase intentions. Data were collected using a closed-ended questionnaire (Google Forms) among a sample of Instagram users aged 18 years and above. A total of 320 respondents who followed beauty influencers and had previously purchased organic cosmetic products participated in the study. The data were analyzed using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). The results revealed that beauty influencers, brand awareness, and product attitudes positively influenced consumers' repurchase intentions toward organic cosmetics at the 0.05 significance level. The beauty influencer factor had the greatest impact, followed by brand awareness and product attitude, respectively. They accounted for 58.00% of the variance in repurchase intentions. Therefore, it can be concluded that, in a highly competitive cosmetics industry, the use of beauty influencers is an important marketing strategy and has the most impact on generating consumers' repurchase intentions for organic cosmetics.
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