The Impact of Beauty Influencer on Consumer Purchase Intention towards The Natural Cosmetic Industry in Mandalay Myanmar

Abstract

The purpose of this study is mainly to identify the impact of beauty influencer on consumer purchase intention toward the natural cosmetic industry in Mandalay, Myanmar understanding whether the beauty influencer’s expertise, trustworthiness, attractiveness, and eWOM, which impact the consumer or follower, and simultaneously analyzing the purchase intention.Researcher set up the four factors of beauty influencer’s (expertise, attractiveness, trustworthiness and eWOM) as independent variables, and the dependent variable is consumer purchase intention. Consumers hold mostly positive opinions towards the cosmetic industry with the majority of beauty influencers approving that they identify and relate to these variables. The research data of this paper consists of the Primary Data as Convenience Sampling technique which was used to collect data. The sample comprised of 400 target consumer who uses the social platform for buying natural cosmetics in Mandalay, Myanmar. the data was analyzed by conveying the only web-based survey questionnaire links to individuals in Mandalay, Myanmar. Finally, the findings show that the research organizations point towards 18 years old and above usually use cosmetics as most people are attracted to beauty influencers, and their contents, posts, Facebook reviews, Youtube videos as well. Results point that independent variable as expertise, attractiveness, trustworthiness and eWOM factors do impact on purchasing intentions as regards the natural cosmetic products illustrated in Mandalay, Myanmar. Consumers hold mostly positive opinions towards the cosmetic industry with the majority of beauty influencer approving that they identify and relate to the expertise, attractiveness, trustworthiness, and eWOM on purchase intention. Therefore, this study takes invention to the discussion on social influence by researching a particular group of beauty influencers in this specific context.