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

Irma Nilasari and Annisa Lisdayanti
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Irma Nilasari: Faculty of Economics and Business, Widyatama University, Indonesia
Annisa Lisdayanti: Faculty of Economics and Business, Widyatama University, Indonesia

Technium Business and Management, 2026, vol. 13, issue 1, 132-144

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.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:tec:busine:ojs:13703

DOI: 10.47577/business.v13i.13703

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