The Influence of Online Customer Reviews and Celebrity Endorsement on Purchase Intention of Skin Mandatory Products

Tikki Capriati Marieski; Maria Apsari Sugiat

doi:10.37641/jimkes.v13i5.3689

Authors

Tikki Capriati Marieski Universitas Telkom, Indonesia
Maria Apsari Sugiat Universitas Telkom, Indonesia

DOI:

https://doi.org/10.37641/jimkes.v13i5.3689

Keywords:

Attitude, Brand Awareness, E-WOM, Influencer Attractiveness, Influencer Credibility, Online Customer Reviews, Purchase Intention

Abstract

The Indonesian cosmetics industry faces intense competition, with local brands like Skin Mandatory struggling to maintain consumer purchase intention in e-commerce settings. This study aims to examine how influencer credibility, influencer attractiveness, and online customer reviews shape consumer attitudes, and their subsequent impact on brand loyalty, brand awareness, electronic word-of-mouth (eWOM), and purchase intention. A quantitative approach was employed, collecting data from 400 respondents who purchased Skin Mandatory products via e-commerce platforms using an online questionnaire with a 5-point Likert scale. Data were analyzed using Partial Least Squares Structural Equation Modelling. The findings confirm that influencer credibility, attractiveness, and online reviews have a significant impact on consumer attitudes, which in turn drive brand loyalty, brand awareness, and eWOM, ultimately influencing purchase intention. However, influencer attractiveness and eWOM showed weaker effects, likely due to a mismatch with the brand’s natural skincare image and low consumer engagement in sharing online recommendations. The study concludes that Skin Mandatory should align influencer selection with its brand identity and enhance eWOM through user-generated content campaigns to boost purchase intention. These findings offer practical strategies for local cosmetic brands to strengthen consumer engagement in competitive e-commerce markets.

Downloads

Download data is not yet available.

References

Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. Cambridge: Free Press.

Abedi, E., Hassanzadeh, A., & Mousavi, S. M. (2020). The role of electronic word of mouth in shaping brand image and purchase intention. Journal of Marketing Communications, 26(5), 543–559.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.

Al-Ja’afreh, A., & Al-Adaileh, R. (2020). The impact of electronic word of mouth on consumer purchase intention in Jordan. International Journal of Business and Management, 15(7), 124–136.

Alma, B. (2020). Manajemen pemasaran dan pemasaran jasa. Bandung: Alfabeta.

Assauri, S. (2019). Manajemen pemasaran. Jakarta: Rajawali Pers.

Augmented, P. I. T. M. (2020). Analyzing factors affecting satisfaction and purchase intention towards mobile augmented reality e-commerce applications in Indonesia. Journal of Theoretical and Applied Information Technology, 98(22), 336-341.

Bevan-Dye, A. L. (2020). Antecedents of generation Y consumers’ purchase intention: A study of South African consumers. South African Journal of Business Management, 51(1), 1–12.

Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470.

Chin, P. N., Isa, S. M., & Alodin, Y. (2020). The impact of endorser credibility on purchase intention in Malaysia. Journal of Islamic Marketing, 11(6), 1515–1532.

Chin, P. N., Isa, S. M., & Alodin, Y. (2020). The impact of endorser and brand credibility on consumers’ purchase intention: the mediating effect of attitude towards brand and brand credibility. Journal of Marketing Communications, 26(8), 896-912.

Chuenban, P., Sukpanich, N., & Sathitwirawong, A. (2021). Factors influencing brand loyalty in the cosmetics industry. Journal of Business Research, 130, 47–56.

Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61(1), 47–55.

Fadillah, A. (2023). Local vs global cosmetic brands: A social media analysis of consumer preferences in Indonesia. Journal of Digital Marketing Studies, 5(2), 45–60.

Ghozali, I. (2019). Aplikasi analisis multivariate dengan program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Boston: Cengage Learning.

Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65(1), 92–99.

Iprice. (2023). E-commerce trends in Southeast Asia: Cosmetics market analysis 2023. Kuala Lumpur: Iprice Group.

Kapferer, J.-N. (2012). The new strategic brand management: Advanced insights and strategic thinking (5th ed.). London: Kogan Page.

Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity (4th ed.). London: Pearson Education.

Kim, S., & Lee, J. (2023). The role of influencer marketing in shaping consumer purchase intentions in the beauty industry. International Journal of Advertising, 42(4), 567–589.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). London: Pearson Education.

Krisnawan, I. G. N., & Jatra, I. M. (2021). The influence of brand awareness on purchase intention in the smartphone industry. Journal of Marketing and Consumer Research, 78, 12–20.

Lee, J., & Watkins, B. (2016). YouTube vloggers’ influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753–5760.

Macheka, T., Ruswanti, E., & Wibowo, A. (2024). The influence of influencer marketing on consumer purchase intention in the cosmetics industry. Journal of Consumer Behavior, 23(3), 345–360.

Maslim, M., & Pasaribu, L. H. (2021). The effect of consumer satisfaction on eWOM in the cosmetics industry. International Journal of Business Studies, 14(4), 89–102.

Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52.

Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N. (2019). The impact of celebrity endorsement on consumer purchase intention. Journal of Marketing Management, 35(5-6), 458–480.

Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19(1), 123–205.

Portal Informasi Indonesia. (2022). Kinclong Industri Kosmetik Tanah Air. Retrieved on March 6, 2025 from https://indonesia.go.id/kategori/editorial/7984/kinclong-industri-kosmetik-tanah-air?lang=1

Razak, M., Hadi, S., & Idris, I. (2019). The effect of attitude on brand awareness in the cosmetics industry. Journal of Marketing Research, 11(2), 67–78.

Saupi, N., Zainal, A. M., & Sulaiman, A. (2019). The impact of celebrity endorsement on purchase intention in Malaysia. Asian Journal of Marketing, 13(1), 23–34.

Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). London: Pearson Education.

Sekaran, U., & Bougie, R. (2020). Research methods for business: A skill-building approach (8th ed.). Hoboken: Wiley.

Siddiqi, U. I., Akhtar, N., & Islam, T. (2020). The impact of online reviews on purchase intention in e-commerce. Journal of Retailing and Consumer Services, 56(1), 102–115.

Statista. (2024). Cosmetics market in Indonesia: Market size and growth forecast 2024–2028. Retrieved on March 6, 2025 from https://www.statista.com/outlook/cmo/beauty-personal-care/cosmetics/indonesia

Syarief, F. (2024). Growth trends in the Indonesian cosmetics industry. Journal of Industrial Economics, 7(1), 15–25.

Tjiptono, F. (2022). Strategi pemasaran. Yogyakarta: Andi Offset.

Tuzzahra, F. N., & Tirtayasa, S. (2020). The application of Bernoulli sampling in consumer research. Journal of Applied Statistics, 8(3), 112–125.

Zhang, K. Z. K., Zhao, S. J., Cheung, C. M. K., & Lee, M. K. O. (2020). Examining the influence of online reviews on consumers’ decision-making: A heuristic-systematic model. Decision Support Systems, 47(4), 78–89.