In the last decade, it has become increasingly important for local cosmetic companies to invest time and money in research and development to better understand the purchasing intentions and needs of women in the digital era. states that cosmetics and beauty products have been around for a long time, and with the growth of the internet and various marketing methods, companies can use these tools to sell products to customers. One of the tactics is using celebrity influencers.

A celebrity influencer is a famous person who helps market a company’s brand and products.The drive to connect a company’s products with customers can inspire purchases, shape consumer preferences, and create demand. Therefore, purchase intention becomes important in the beauty industry to strengthen a brand’s position in the market and evoke positive emotions in consumers [1]

The beauty and personal care/skincare market is projected to generate a revenue of USD 644.20 billion by 2024, with the personal care/skincare segment being the largest, projected to generate a revenue of USD 282.80 billion in 2024. Furthermore, online sales are expected to contribute 19.2% of the total revenue in the beauty and personal care market by 2024 [2]

Social media influencers have become dynamic third-party spokespeople in the internet era celebrity endorsement is one of the most popular forms of advertising because its costs are much lower compared to the benefits it brings to the reputation and sustainability of an organization. For example, marketing and advertising budgets are largely spent to pay celebrities such as Eleanor Barnes, Danielle Marcan, and Sophie in endorsement deals with cosmetic companies to boost reputation and sales [3]

Consumers tend to be influenced by the characteristics of celebrities. Therefore, it is important to study how these characteristics affect consumer purchasing behavior, credibility and attractiveness are key celebrity attributes studied by marketers and documented in the literature, as they are considered to enhance consumer purchase intention [4]

The internet has transformed word-of-mouth (WOM) promotion into electronic word-of-mouth (e-WOM) . e-WOM has become a highly influential factor in consumer purchasing decisions. To better understand consumer behavioral intentions, it is important to analyze their attitudes toward e-WOM .which is considered to have an impact on purchase intentions [5]

Problem Statement

In January 2024, Indonesia is estimated to have 185 million internet users, equivalent to 66.5% of the country’s total population, representing an increase of approximately 0.8% or 1.5 million people compared to January 2023. The beauty and personal care market in Indonesia is experiencing rapid growth , with revenue projected to reach USD 9.17 billion in 2024, equivalent to IDR 142 trillion . The annual growth rate is projected at 4.39% (2024–2028), with online sales expected to contribute 23.3% of total revenue in 2024 [2]. This growth is driven by increasing consumer awareness of the importance of skincare and the improving quality of beauty products . The number of YouTube users in Indonesia reached 139 million in October 2023.making Indonesia one of the countries with the highest number of YouTube users globally. This phenomenon has made YouTube a popular platform in Indonesia for celebrity influencers to promote beauty products, potentially leading to increased sales for cosmetic companies.

According to a recent survey by Pew Research Center, YouTube remains the most popular social media platform among adults in 2021, with 83% of 5,733 respondents reporting having used YouTube highlighted that YouTube is the most informative social media platform for explaining products in Indonesia, followed by Instagram and TikTok. This survey involved 3,720 respondents who answered questions online via mobile applications. Data was collected monthly throughout 2022, with a margin of error of less than 3%. The survey results showed that the majority of YouTube users in Indonesia belong to Generation Z, accounting for 54% of users.

Generation Z, also known as Gen Z, refers to individuals born between 1997 and 2012, who are accustomed to using smartphones, social media, and other technologies . Gen Z relies on the internet as their primary source of information and is active across numerous social networking sites.They adopt the internet as a way of life and display significant differences in digital media habits compared to older generations.

A study conducted in South Africa on young female consumers using YouTube found that celebrity influencer attractiveness has a positive impact on consumer behavior, whereas celebrity influencer credibility does not have a positive influence, and consumer behavior does not positively affect purchase intention. However, e-WOM was found to have a positive impact on consumers' purchase intentions. Previous research explained that the lack of a positive influence of celebrity influencer credibility and consumer behavior on purchase intention was due to differences in respondent profiles and demographics compared to prior studies conducted in Dublin, Ireland. Furthermore, highlighted the limitations of the previous study, which involved only young female consumers and excluded male participants. Additionally, factors of e-WOM, such as information usefulness and information adoption, were not explored in detail.

Based on the phenomena and limitations of previous research, this study aims to analyze the factors that influence the purchase of personal care/skincare products among Generation Z based on recommendations from celebrity influencers and e-WOM through the YouTube platform in the Greater Jakarta area (JABODETABEK). The variables examined include celebrity influencer attractiveness, celebrity influencer credibility, and information usefulness, in relation to purchase intention toward skincare brands, mediated by attitude toward skincare brands and information adoption.

Below are several research questions based on the objectives outlined above:

1. Does celebrity influencer attractiveness have a positive impact on attitude toward skincare brands?
2. Does celebrity influencer credibility have a positive impact on attitude toward skincare brands?
3. Does attitude toward skincare brands have a positive impact on purchase intention toward skincare brands?
4. Does information usefulness have a positive impact on information adoption?
5. Does information adoption have a positive impact on purchase intention toward skincare brands?

Theory of Planned Behavior

The Theory of Planned Behavior (TPB) is an extension of the Theory of Reasoned Action which explains human behavioral intentions. TPB posits that behavior is not impulsive but deliberate, influenced by situations that ultimately shape intentions and affect an individual’s behavior. TPB highlights that behavior is determined by three key factors: attitude, subjective norms, and perceived behavioral control, which together contribute to behavioral intentions and subsequent actions. Previous studies have successfully applied TPB across various contexts. In the context of cosmetic purchases, TPB identifies attitudes, subjective norms, and perceived behavioral control as key determinants of the tendency to buy cosmetics. For example, utilized TPB to explore factors influencing online shopping behavior, arguing that TPB is particularly useful for understanding the unique challenges and opportunities of the online shopping environment. This model provides a foundation for developing effective marketing strategies tailored to consumer behavior. In this study, TPB is employed to explain purchase intentions because it offers a comprehensive framework for understanding the underlying preferences and mechanisms that influence consumer behavior. By incorporating TPB, this research aims to provide insights into the factors that drive Generation Z's purchase intentions toward skincare products based on recommendations from celebrity influencers and e-WOM on platforms like YouTube.

Celebrity Influencer 

Celebrity influencers are defined as individuals who build a large network of followers and are regarded as trusted trendsetters in one or multiple market niches. They encourage consumer attitudes or emotional responses to promote products through advertisements.On the other hand, micro-celebrities are internet users who gather a relatively large following on social media by sharing textual and visual narratives of their personal lives and lifestyles. They interact with followers through digital and physical spaces and monetize their audience by integrating advertorials into social media posts or appearing as paid performers at events . While the terms "celebrity influencer" and "micro-celebrity" are conceptually similar, they share key characteristics, including having a significant number of followers, active engagement, and product or brand promotion. YouTubers can be described interchangeably as micro-celebrities and celebrity influencers since they meet the criteria for both terms. A YouTuber is defined as someone who creates content and publishes it on YouTube . Qualitative research suggests that celebrity influencers have a substantial impact on brand attitudes and purchasing behavior among younger generations.

Celebrity Influencers Attractiveness 

explains that attractiveness can be divided into three elements: visual appeal, respect, and similarity. The characteristics of celebrity influencers, such as attractiveness, play an important role in shaping consumer behavioral intentions in marketing .A significant study by Pöyry et al. (2019) found that the attractiveness of a celebrity influencer positively affects consumer attitudes and purchase intentions. Furthermore,this influence is especially evident in industries like beauty, which prioritize aesthetic appeal [4]

stated that the visual appeal of a celebrity is an important factor used by consumers when choosing products. They also added that the use of physically attractive models in marketing promotions generates more favorable consumer behavior toward advertisements. Consistent with these arguments, [4] asserted that physical attractiveness plays a significant role in consumer purchases and brand purchase intentions.

show that visual appeal plays a critical role in shaping individuals' perceptions and attitudes toward specific people or products. The use of social media platforms like YouTube as a marketing medium—particularly through celebrity influencers—has become a pivotal phenomenon in modern marketing strategies.noted that the visual appeal of celebrity influencers positively impacts consumer attitudes toward the promoted cosmetic brands. In the context of the beauty industry, which emphasizes visual aesthetics, the displayed visual appeal of celebrity influencers is considered to have a profound impact also stated that celebrity influencers, perceived as attractive individuals, tend to serve as strong channels for creating positive brand associations. Good visuals are believed to convey a sense of connection, which further strengthens the positive influence transfer from attractive celebrity influencers to the promoted cosmetic brand. This, in turn, influences brand attitudes and generates consumer purchase intentions.A previous study [4] found a positive relationship between celebrity influencer attractiveness and attitude toward the brand, which positively affects purchase intention toward the brand.

Celebrity Influencers Credibility

state that credibility encompasses elements such as knowledge, reliability, and honesty. Credibility is crucial in influencer marketing because it helps build consumer trust and ensures the success of brand partnerships. Consumers seek genuine relationships with celebrity influencers whose intentions and interests align with their own.

In celebrity influencer marketing, credibility fosters trust and a sense of connection, making the influencer's impact stronger.Celebrity influencers who present themselves as trustworthy by providing useful information, honest reviews, and clear content are more likely to maintain the trust of their followers. found that consumers value product recommendations from celebrity influencers more than traditional advertisements.

stated that celebrities can aid in brand recognition and foster favorable attitudes toward brand attributes. Therefore, a celebrity with greater credibility is more likely to have a positive influence on consumers' perceptions of the marketed brand. Previous studies conducted found that the use of celebrities in advertisements increases consumer interest. The primary reason for employing celebrity endorsements is that celebrities add credibility to advertisements and enhance consumer awareness.Consequently, endorsements by celebrities with higher credibility will positively impact consumer attitudes toward advertising. found that celebrity influencer credibility has a significant effect on attitude toward the brand, which, in turn, influences purchase intentions toward the brand.

Attitude Toward Brand

Attitude is defined as an overall evaluation of a person, object, or item, reflecting consistent positive or negative perceptions.stated that attitude encompasses pleasant or unpleasant evaluations, emotional feelings, and behavioral tendencies that can increase the likelihood of using a brand. Attitude is interpreted as a consumer’s evaluation of a brand in relation to the relevance of motives before making a purchase. Consistent with these definitions, concluded that attitude toward a brand is an overall evaluation by customers based on positive and negative reactions to stimuli. It is stable and tends to influence long-term behavior. Therefore, researchers consider it the most important predictor of consumer behavior toward a product or service 

Attitude toward a brand is based on product attributes such as durability, defects, ease of service, features, and performance . It represents a consistent reaction. Attitude has the ability to predict purchasing behavior by indicating the tendency toward favorable or unfavorable behavior . Understanding attitude toward a brand is crucial for companies as it influences purchase intention . A previous study conducted found a positive relationship between attitude toward a brand and purchase intention.

E-WOM

define e-WOM as the dynamic and continuous exchange of information about a brand, product, or service created by consumers on the internet, which can reach anyone. E-WOM can be disseminated across various platforms such as social media, blogs, community forums, review sites, newsgroups, and e-commerce platforms . E-WOM influences purchasing decisions and reduces purchasing risks. Based on the Information Adoption Model, e-WOM consists of information usefulness and information adoption. A study [5] found a positive influence of information usefulness on information adoption and a positive influence of information adoption on purchase intention.

Information UsefuIness

Information usefulness reflects an individual's increased effectiveness when acquiring new information. It is considered a primary predictor of information adoption because consumers are more likely to engage with information when they perceive that product explanations on YouTube channels help them decide on a purchase intention. Consumers who find product explanations from YouTube vloggers useful are more likely to adopt the product. Previous studies revealed that information usefulness is a strong determinant of information adoption in various contexts, including e-commerce. Similarly, a study [5] found that information usefulness has a positive relationship with information adoption which ultimately leads to consumers’ purchase intentions.

Information Adoption

Information adoption is the process of adopting information and altering one’s intentions and behaviors in internet-mediated online communication . Consumers utilize information found on the internet before making a purchase decision. A previous study [5] revealed that information adoption has a positive relationship with purchase intention, leading to an increased desire to buy among consumers.

Purchase Intention Toward Skincare Brand

Online purchase intention is defined as a situation where consumers are willing and intend to make online transactions . This term is used when customers aim to search, select, and purchase products through the internet define internet purchasing behavior as the process of buying products or services based on information obtained from the internet. Previous studies [4] found a positive influence of celebrity influencer attractiveness and credibility on attitude toward brand, which positively impacts purchase intention toward brand. Additionally, [5] revealed a positive relationship between information usefulness and information adoption, as well as a positive influence of information adoption on purchase intention.

HYPOTHESIS DEVELOPMENT

The Influence of Celebrity Influencer Attractiveness on Attitude Toward Skincare Brand

explain that attractiveness can be categorized into three elements: visual appeal, respect, and similarity. Celebrity attractiveness influences brands related to personal visual appeal, such as skincare, skin treatment, and hair care products . Previous studies found that consumer purchase intentions are influenced by celebrity influencer attractiveness. Customers tend to prefer visually appealing celebrities over those who are not. A study conducted [4] revealed that celebrity influencer attractiveness has a positive impact on attitude toward skincare brands and purchase intention.

Based on these arguments, the first hypothesis is formulated as follows:

 H1: Celebrity influencer attractiveness has a positive influence on attitude toward skincare brands.

The Influence of Celebrity Influencer Credibility on Attitude Toward Skincare Brand

state that credibility encompasses aspects such as expertise, trustworthiness, and honesty. Celebrities help enhance brand awareness by promoting positive attributes of specific brands . Therefore, a celebrity with high credibility positively influences consumer perceptions of the marketed brand. Previous research has shown that the use of celebrities in advertisements increases consumer interest.One of the main reasons for using celebrity endorsements in advertisements is to enhance credibility and consumer awareness.Support from credible celebrity influencers positively impacts consumer attitudes toward advertisements. identified a significant impact of celebrity influencer credibility on brands and advertisements. Additionally, studies [4] found that celebrity influencer credibility has a positive influence on attitude toward skincare brands and purchase intention. Based on these arguments, the second hypothesis is formulated as follows:

    H2: Celebrity influencer credibility has a positive influence on attitude toward skincare brands.

The Positive Influence of Attitude Toward Skincare Brand on Purchase Intention Toward Skincare Brand

Attitude toward a brand is defined as a positive or negative response to a specific brand after an individual is exposed to advertising stimuli for that brand. Previous studies [6] have found that attitude toward a brand has a positive influence on purchase intention.

Based on these arguments, the third hypothesis is formulated as follows:

 H3: Attitude toward a skincare brand has a positive influence on purchase intention toward the skincare brand.

The Influence of Information Usefulness on Information Adoption

Information usefulness is described as an indicator that is useful, informative, valuable, and beneficial, as stated . It refers to consumers' responses to information utilized in decision-making. Information is deemed useful if it enhances consumer performance. Consumers are more likely to adopt information when it is perceived as useful, as they tend to engage with information that aligns with their needs explains that information usefulness is a key factor in information adoption. Studies have found that information usefulness positively influences information adoption.

Based on these arguments, the fourth hypothesis is formulated as follows:

 H4: Information usefulness has a positive influence on information adoption.

The Influence of Information Adoption on Purchase Intention Toward Skincare Brand

explain that information adoption refers to the internalization of information by recipients from external sources, including how the information helps them acquire knowledge and supports decision-making. Previous studies [5] indicate that information usefulness influences information adoption. Information adoption occurs when consumers accept and utilize information to make purchase decisions.The information adoption model is commonly used to understand intentions formed through e-WOM show that consumers who rely on e-WOM information tend to have a higher likelihood of making a purchase. Based on these arguments, the fifth hypothesis is formulated as follows:

    H5: Information adoption has a positive influence on purchase intention toward skincare brand.

Conceptual Framework

The Theory of Planned Behavior (TPB) is an extension of the Theory of Reasoned Action, which explains human behavioral intentions. Consumer purchase intentions are influenced by the attitudes they possess. Based on previous research [6], it was found that attitude has a positive influence on purchase intention. Consistent with this finding, stated that attitude should serve as a predictor of consumer behavior toward a product or service. In this study, attitude refers to consumer perceptions of advertisements featuring celebrity influencers, with variables focusing on celebrity influencer attractiveness and celebrity influencer credibility. Research [4] found that both celebrity influencer attractiveness and credibility positively influence purchase intention. defined e-WOM (electronic word-of-mouth) as the dynamic and continuous exchange of information about a brand, product, or service created by consumers online, accessible to everyone. E-WOM can be disseminated across various platforms, such as blogs, social media, discussion forums, and review websites. E-WOM is described as the spread of information that influences recipients differently based on their attitudes and behaviors. According to the information adoption model, e-WOM consists of two primary components: information usefulness and information adoption, as described in studies [5] found that information usefulness and information adoption positively influence purchase intention.

Based on these statements, the conceptual framework of this study draws on prior research .It examines the influence of celebrity influencer attractiveness, celebrity influencer credibility, and information usefulness on purchase intention toward skincare brands, mediated by attitude toward skincare brands and information adoption, among Gen Z YouTube users in the JABODETABEK area.

Image 1. Conceptual Framework

This research design employs a non-probability sampling technique, meaning that respondents within the population do not have an equal chance of being selected as sample subjects. The technique used is purposive sampling, in which the sample is determined based on criteria established by the researcher. The criteria for respondents in this study are Gen Z active users of the YouTube platform who listen to recommendations from YouTubers/celebrity influencers to purchase personal care/skincare products in the JABODETABEK area. This study collected primary data, which was obtained directly from the main sources. Data collection took place from September 19, 2024, to October 16, 2024, with a total sample size of 355 respondents, out of which 250 responses were valid. The number of respondents aligns with the statement, which suggests that in multivariate studies, including multiple regression analysis, the sample size should be 10 times the number of variables studied. Since the study involves 25 indicators, the total number of respondents used is 250 respondents. The questionnaire was created using Google Forms and distributed via social media platforms.

Table 1:Respondent Profile (N=250)

The data processing in this study was conducted using the Structural Equation Model (SEM) and analyzed with the Analysis of Moment Structures (AMOS) software. SEM is capable of examining measurement errors and can be used to analyze the influence of one variable on another, which is referred to as structural equations.

Validity Test

The validity test was performed to determine whether the instrument truly measures what it is intended to measure. The criterion is based on the factor loading value, which depends on the sample size. With a sample size of 250 respondents, the factor loading value used is 0.35, as specified [7]. Based on the results of the validity test shown in Table 2, all indicators in this study are deemed valid and can be used in the research.

Reliability Test

In this study, the reliability test employed the internal consistency reliability method using Cronbach's alpha as a reference for assessing the quality of a research instrument. A higher Cronbach's alpha value indicates that the indicators are more homogeneous or consistently measure the variable. The following are the criteria for decision-making in the reliability test, as stated.

a) The research instrument is considered reliable if the Cronbach's alpha value is ≥ 0.60.
b) The research instrument is considered unreliable if the Cronbach's alpha value is < 0.60.

The results of the reliability test, as shown in Table 2, indicate that all indicators in the study are deemed reliable. Therefore, the research can proceed to descriptive statistical analysis.

Descriptive Statistical Analyst

Descriptive statistical analysis was conducted by measuring the mean, standard deviation, minimum, and maximum values to assess respondents' perceptions, responses, and opinions regarding the variables used in the study.

Based on Table 2, the results of the descriptive statistical analysis show that the average respondent considers the attractiveness and credibility of celebrities, expectations and satisfaction, as well as the usefulness and adoption of information from YouTube, as factors influencing their intention to purchase personal care/skincare products recommended by beauty YouTubers. The overall standard deviation for respondents ranges from 0.7 to 0.9, indicating variability in the responses related to these variables.

Table 2. Validation Test Results, Reliability, and Descriptive Statistic

Goodness of Fit Test

Table 3. Goodness of Fit Table

Based on the results of the goodness-of-fit test, it appears that in the category of absolute fit measures, the measurements of probability P-value, RMSEA, and GFI indicate poor-fit values. In the incremental fit measures category, the measurements of NFI, TLI, and RFI show marginal-fit, while CFI and IFI demonstrate goodness-of-fit. In the parsimonius fit measures category, the AGFI value meets the criteria and is lower than the GFI value, indicating goodness-of-fit. According to [7], if any of the goodness-of-fit criteria are met, the model can proceed to the hypothesis testing stage.

Table 4. Hyphotesis Testing

H1: Positive Influence of Celebrity Influencer Attractiveness on Attitude Toward Skincare Brand.

Based on the results of hypothesis testing in this study, the influence of celebrity influencer attractiveness on attitude toward skincare brand yielded a p-value of 0.000, which is significant (p < 0.05), with an estimate value of 0.367. This result implies that celebrity influencer attractiveness has a positive influence on attitude toward skincare brand. This suggests that Gen Z users of the YouTube platform in the JABODETABEK area, who listen to recommendations from YouTubers/celebrity influencers to purchase personal care/skincare products, and perceive celebrity influencer attractiveness as high, will experience an improvement in their attitude toward skincare brands. Characteristics of celebrity influencers, such as attractiveness, play an important role in shaping consumer behavioral intentions in marketing. Previous research [4] found a positive influence of celebrity influencer attractiveness on attitude toward the brand, which positively impacts purchase intention toward the brand.

H2: Positive Influence of Celebrity Influencer Credibility on Attitude Toward Skincare Brand.

Based on the results of hypothesis testing in this study, the influence of celebrity influencer credibility on attitude toward skincare brand yielded a p-value of 0.000, which is significant (p < 0.05), with an estimate value of 0.530. This result implies that celebrity influencer credibility has a positive influence on attitude toward skincare brand. This indicates that Gen Z users of the YouTube platform in the JABODETABEK area, who listen to recommendations from YouTubers/celebrity influencers to purchase personal care/skincare products, and perceive celebrity influencer credibility as high, will experience an improvement in their attitude toward skincare brands. state that credibility encompasses aspects such as knowledge, reliability, and honesty. Credibility is crucial in influencer marketing because it helps build consumer trust and makes brand partnerships successful. Consumers desire a genuine relationship with celebrity influencers whose intentions and interests align with theirs.state that a celebrity can assist with brand recognition and cultivate favorable attitudes toward brand attributes. Therefore, a celebrity with higher credibility is more likely to have a positive influence on consumers' perceptions of the brand being marketed.found that celebrity influencer credibility has a significant impact on attitude toward the brand, which in turn influences purchase intention toward the brand.

H3: Positive Influence of Attitude Toward Skincare Brand on Purchase Intention Toward Skincare Brand.

Based on the results of hypothesis testing in this study, the influence of attitude toward skincare brand on purchase intention toward skincare brand yielded a p-value of 0.042, which is significant (p < 0.05), with an estimate value of 0.082. This result implies that attitude toward skincare brand has a positive influence on purchase intention toward skincare brand. This indicates that Gen Z users of the YouTube platform in the JABODETABEK area, who listen to recommendations from YouTubers/celebrity influencers to purchase personal care/skincare products, and have a positive attitude toward skincare brands, will experience an increase in their purchase intention for personal care/skincare products. Attitude is a comprehensive evaluation of someone, something, or an object, which represents a consistent positive or negative perception.mention that attitude encompasses evaluations of whether something is pleasant or unpleasant, emotional feelings, and behavioral tendencies that can increase the likelihood of using a brand. Attitude is defined as a consumer's evaluation of a brand in relation to the relevance of motives before making a purchase . In line with this definition,concludes that attitude toward brand is understood as an overall evaluation by customers based on positive and negative reactions to stimuli, which is stable and tends to lead to long-term behavior. Thus, the researcher considers it as one of the most important predictors of consumer behavior toward a product or service. Understanding attitude toward brand is crucial for companies because it influences purchase intention. Previous research found a positive influence of attitude toward brand on purchase intention.

H4: Positive Influence of Information Usefulness on Information Adoption.

Based on the results of hypothesis testing in this study, the influence of information usefulness on information adoption yielded a p-value of 0.000, which is significant (p < 0.05), with an estimate value of 0.986. This result implies that information usefulness has a positive influence on information adoption. This suggests that Gen Z users of the YouTube platform in the JABODETABEK area, who listen to recommendations from YouTubers/celebrity influencers to buy personal care/skincare products and find the information provided by the YouTuber useful, will experience an increase in information adoption behavior. Information adoption is the process of adopting information and changing intentions and behaviors in online communication mediated by the internet (Sussman et al., 2003). Consumers use the information they find online before making a purchase . Previous research [5] found that information adoption has a positive relationship with purchase intention, leading to consumer's desire to purchase.

H5: Positive Influence of Information Adoption on Purchase Intention Toward Skincare Brand.

Based on the results of hypothesis testing in this study, the influence of information adoption on purchase intention toward skincare brand yielded a p-value of 0.000, which is significant (p < 0.05), with an estimate value of 0.729. This result implies that information adoption has a positive influence on purchase intention toward skincare brand. This indicates that Gen Z active users of the YouTube platform in the JABODETABEK area, who listen to recommendations from YouTubers/celebrity influencers to purchase personal care/skincare products and have high information adoption, will experience an increase in purchase intention for skincare products. Online purchase intention is defined as a situation where consumers are willing and intend to make an online transaction (Pavlou, 2003). This term is used when customers are interested in searching for, selecting, and purchasing products via the internet  define online purchasing behavior as the process of purchasing products or services based on information from the internet. Previous studies [4] found a positive influence between celebrity influencer attractiveness and credibility on attitude toward brand, which positively affects purchase intention toward the brand. [5] also found that information usefulness positively influences information adoption, and information adoption positively influences purchase intention.

Based on the results of the research conducted, it can be concluded that celebrity influencer attractiveness and celebrity influencer credibility have a positive effect on attitude toward skincare brand, information usefulness has a positive effect on information adoption and attitude toward skincare brand, and both attitude toward skincare brand and information adoption have a positive effect on purchase intention toward skincare brand. This indicates that the higher the attitude toward skincare brand and information adoption perceived by Gen Z active YouTube users who listen to recommendations from YouTubers/celebrity influencers to buy personal care/skincare products in the JABODETABEK area, the more likely it will increase their purchase intention for personal care/skincare brand products.

IMPLICATION

    The managerial implications of the results of this study are expected to be beneficial for parties concerned, particularly in the marketing of personal care/skincare products, in formulating optimal strategies to enhance purchase intention for skincare brands. The implications of this research are as follows:

1. Marketers of personal care/skincare products can focus on providing useful information to consumers to increase the level of information adoption, which has been proven to enhance consumers' purchase intention for personal care/skincare products.

2. Marketers of personal care/skincare products can focus on recruiting celebrity influencers who are experienced, have an honest, credible, and convincing image to provide valuable information to consumers, in order to improve consumers' attitude toward the skincare brand, which has been shown to positively influence purchase intention.

3. Marketers of personal care/skincare products can focus on recruiting celebrity influencers who are seen as attractive and credible by consumers, and who are trained to provide informative and useful details to help consumers evaluate personal care/skincare products, thereby increasing familiarity and boosting purchase intention.

4. Marketers of personal care/skincare products can employ advertising methods like the "moment of truth" approach with celebrity influencers who are viewed as attractive and credible by consumers, to reduce the gap between expectations and reality, thereby improving consumer satisfaction, which is directly related to purchase intention for personal care/skincare products.

5. Marketers of personal care/skincare products can focus on recruiting celebrity influencers who are elegant, attractive, famous, beautiful, sexy, and have a high-class image to provide useful information to consumers, improving consumer attitudes toward the skincare brand, which has been proven to increase purchase intention for personal care/skincare products.

LIMITATIONS AND SUGGESTIONS

Based on the research conducted, this study has the following limitations:

1. This study only examines the influence of variables such as celebrity influencer attractiveness, celebrity influencer credibility, attitude toward skincare brand, information usefulness, information adoption, and purchase intention toward skincare brand.

2. The respondents of the study were limited to Gen Z active users of YouTube who listen to recommendations from YouTubers/celebrity influencers to buy personal care/skincare products in the JABODETABEK area, with data collected within less than one month.

3. This study has not explored other variables that could potentially increase the purchase intention for personal care/skincare brands.

Suggestions for Future Research 

Based on the results, discussionsm and imitations mentioned by the researcher, the following recommendations can be made for future studies: 

1. To support the purchase of personal care/skincare products, further studies could explore other variables that may influence purchase intention in Indonesia, such as perceived brand globalness and perceived brand localness, as suggested by Ana Fitriana et al. (2024). Their research found that perceived brand localness influences consumer brand identification, which affects purchase intention.

2. Future research could investigate other developing countries with a longer data collection period, a more diverse range of respondents, and broader demographic factors.

The authors declare that they have no conflict of interest

No funding sources

The study was approved by the Fakultas Ekonomi & Bisnis Universitas Trisakti.

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