User-Generated Content By The Beauty Influencer and Its Impact on E-WOM and Purchase Intentions

Manufacturers engage beauty influencers to create beauty product content for local brands on social media as a promotional tool to increase awareness and purchase intent. However, the role of influencers as UGC still needs to be studied in the context of local brands for beauty products. Therefore, this research examines the role of beauty influencers as UGC for local brand cosmetic products to increase positive E-WoM and intention to purchase cosmetic products. Questionnaire data was collected online from 321 Gen-Y in Jabodetabek who had purchased local cosmetic products after seeing UGC from beauty influencers on YouTube. Data analysis uses component-based Structural Equation Modeling. The research results prove that all direct and indirect hypotheses are accepted study. Theoretical and practical discussions have been carried out. Lastly, using beauty influencers for local cosmetic brands such as UGC is essential in increasing positive E-WoM and intention to purchase local cosmetic products in the future.