PENGARUH BEAUTY INFLUENCER TERHADAP MINAT BELI DENGAN DAYA TARIK DAN PENGETAHUAN PRODUK SEBAGAI VARIABEL MEDIASI PADA PRODUK KOSMETIK FOCALLURE (Studi Kasus Pada Toko Kosmetik di Kota Malang)

This study aims to examine the influence of beauty influencers, product
attractiveness, and product knowledge on consumers’ purchase intention toward
Focallure cosmetic product. The research sample was taken using accidental
product, with 245 responderts from the population of buyers and users of Focallure
cosmetic products at the Mitufaya cosmetics store, Malang City. Data analysis
using Path Analysis and hypothesis testing show that the beauty influenvers,
product attractiveness, and product knowledge positively and significantly affect
consumers’ purchase intention. Moreover, product attractiveness and product
knowledge are proven to mediate the relationship between beauty infleuncers and
consumers’ purchase intention. This study provides important contributions for
companies as a references in designing more effective marketing strategies and
understanding the relationship between beauty influencers, product attractiveness,
product knowledge, and consumers’ purchase intention.