The Effect of Social Media Influencer on Purchase Intention with Brand Image and Customer Engagement as Intervening Variables

Abstract

The goal of this study was to see how much of a role social media influencer Lizzie Parra performed in influencing purchase intention through brand image and customer engagement to the BLP Beauty brand. This study falls under the category of quantitative research, using a questionnaire as the data gathering technique. The Structural Equation Model (SEM) using the SmartPLS application was applied to analyze the data. The statistical test result demonstrated that social media influencers positively and significantly affected the purchase intention of BLP Beauty products. That is, Lizzie Parra, via her Instagram account, can affect or improve the purchase intention of BLP Beauty products. The better the promotion Lizzie Parra performs, the purchase intention of BLP Beauty products will increase. However, improved purchase intention is also affected by brand image and customer engagement. Brand image has the most significant effect in improving purchase intention, where the colors offered and strong personality can create a positive brand image of BLP Beauty. Customer engagement can be observed from customers who are happy, interested, and paying attention to Lizzie Parra's Instagram content regarding BLP Beauty products.