The Influence of Persona Attributes and Content of Tasya Farasya as a Human Brand on Instagram Followers' Interest in Cosmetic Products

Abstract

This quantitative research investigates the influence of enjoyability, similarity, and expertise on attachment transfer, mediated by the fulfillment of connection and competency needs. Utilizing a 6-point Likert scale questionnaire, data was collected from 100 Instagram users aged 18 and above in Indonesia. Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS version 3 software was employed for data analysis. The results revealed that all hypotheses were supported, confirming the mediating role of fulfillment of connection and competency needs. This study contributes to the theoretical understanding of Social Media Influencers (SMI). It underscores the importance of effective management of social media influencers, particularly in the beauty industry, to enhance digital marketing strategies and broaden market reach. Additionally, it emphasizes the significance of improving consumer purchasing decisions through targeted social media influencer campaigns.