The Influence of Beauty Influencer Reviews on Purchase Intention of Viva Cosmetics Serum Skincare Products Through Brand Awareness

DOI

10.2991/978-94-6239-604-3_53How to use a DOI?

Keywords

beauty influencer reviews; brand awareness; purchase intention

Abstract

The Effect of Beauty Influencer Review on Purchase Intention of Viva Cosmetics Serum Skincare Products Mediated by Brand Awareness. Applied business Administration Study Program, Department of Commercial Administration, Politeknik Negeri Jakarta, 2024. In late 2024, the practice of overclaiming by local brands became prevalent due to the increasing competition in the skincare industry in Indonesia. The emergence of the beauty influencer “Dokter Detektif,” who reviews Viva Cosmetics skincare serum products, has helped create a positive perception among consumers regarding the brand. This study aims to analyze the influence of beauty influencer reviews on the purchase intention of Viva Cosmetics skincare serum products through brand awareness as an intervening variable. The research employs a quantitative approach, utilizing non-probability sampling with purposive sampling methods, involving a population of 152 respondents who are active TikTok users and have watched the reviews by Dokter Detektif. The data were processed using SmartPLS version 4 software. The results indicate that brand awareness partially mediates the influence of beauty influencer reviews on the purchase intention of Viva Cosmetics skincare serum products. This means that Dokter Detektif, as a beauty influencer, effectively enhances consumer awareness of the Viva Cosmetics brand, and this increased awareness helps attract consumers to consider purchasing the serum products.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Risya Zahrotul Firdaus
AU  - Hana Nurdina
AU  - Sania Sanusi
AU  - Endah Wartiningsih
PY  - 2026
DA  - 2026/02/26
TI  - The Influence of Beauty Influencer Reviews on Purchase Intention of Viva Cosmetics Serum Skincare Products Through Brand Awareness
BT  - Proceedings of the 5th International Conference on Economic Development and Business Culture (ICEDBC 2025)
PB  - Atlantis Press
SP  - 518
EP  - 525
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-604-3_53
DO  - 10.2991/978-94-6239-604-3_53
ID  - Firdaus2026
ER  -