The Factors of Influencer Endorsement Affecting Green Cosmetics’ Purchase Intention at Social Media

Abstract

The development of online shopping increases tremendously; the appearance of a wide variety of cosmetic products leads to the problem related to the change in the people’s lifestyle. Social media can be used currently for shopping and marketing product. This research aims to find out the effect of influencer endorsement on purchase intention (a case study on online shopping for Roromendut-brand organic skincare product in Social Media). The problem raised in this study is the high competition in organic cosmetic business requiring the cosmetic business actors to improve purchase intention in social media using effective marketing strategies such as influencer endorsement. Influencer endorsement proposed has attractiveness, trustworthiness, and expertise indicators. This qualitative research was conducted with 100 respondents. The sample was selected through distributing questionnaire in social media, Instagram. The result of research shows that influencer endorsement with high attractiveness, trustworthiness, and popularity tends to influence the purchase intention of Roromendut-brand organic mask in social media. This paper can contribute to literature on in relation to what type of influencer endorsement is effective to be used to improve the purchase intention of organic cosmetic mask.