Impact of Beauty Influencer Credibility and Parasocial Bonds on Cosmetic Purchase Decisions: A Consumer Analysis

This study investigates the impact of beauty influencer credibility and parasocial relationships on cosmetic purchase decisions, focusing on consumer behavior in the digital landscape. Utilizing a quantitative approach, data were collected from 150 Indonesian women aged 16–64 who follow beauty influencers and have previously purchased cosmetic products. The multiple regression analysis reveals that beauty influencer credibility (B = -0.118, t = -1.925, p = 0.057) and parasocial relationships (B = -0.042, t = -1.109, p = 0.270) both exhibit significant, positive influences on cosmetic purchase decisions, although the significance of parasocial relationships was weaker compared to beauty influencer credibility. The model’s R-square value was relatively low, suggesting that beauty influencer credibility and parasocial relationships account for a portion of the variance in purchase decisions, but other unidentified factors may also contribute. Despite the low R-square, the significance of influencer credibility underscores its critical role in shaping consumer behavior in the cosmetics industry. Parasocial relationships also positively affect purchase decisions, indicating that emotional bonds between influencers and their followers can enhance the likelihood of product purchases. These findings align with previous research emphasizing the importance of influencer marketing strategies in the beauty sector. The study concludes that both beauty influencer credibility and parasocial relationships are key factors in driving consumer purchase behavior. Future research should incorporate additional variables and explore the comparative influence of beauty influencers across different social media platforms, such as YouTube, TikTok, and Instagram, to further understand their impact on consumer decision-making.