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Social Media Influencers and Online Purchase Intention: The Mediating Role of Customer Brand Engagement in Indonesian Cosmetic Industry

Author

Listed:
  • Irma Nilasari

    (Faculty of Economics and Business, Widyatama University, Indonesia)

  • Annisa Lisdayanti

    (Faculty of Economics and Business, Widyatama University, Indonesia)

Abstract

This study examines the influence of Social Media Influencers (SMI) on Online Purchase Intention (ONPI) within Indonesian cosmetic industry, employing Customer Brand Engagement (CBE) as a multidimensional mediating variable (cognitive, affective, and activation). This study utilizes quantitative cross-sectional design and PLS-SEM to analyze 130 respondents. The results reveal that SMI significantly and positively impacts ONPI and all three dimensions of CBE. Mediation analysis shows that only CBE-Cognitive and CBE-Activation help influencers turn digital interest into online purchase intention. CBE-Affective does not have this effect. It means influencers need to provide clear product information and encourage interaction to be successful. Therefore, cosmetic marketers in Indonesia should focus on educational and interactive content to increase customer’s confidence in making online purchases.

Suggested Citation

  • Irma Nilasari & Annisa Lisdayanti, 2026. "Social Media Influencers and Online Purchase Intention: The Mediating Role of Customer Brand Engagement in Indonesian Cosmetic Industry," Technium Business and Management, Technium Science, vol. 13(1), pages 132-144, June.
    • Handle: RePEc:tec:busine:ojs:13703
    DOI: 10.47577/business.v13i.13703
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