Quantitative Analysis Of Determinants Influencing Online Purchase Intentions In The Beauty Industry: The Role Of Trust And Social Influence

Abstract

This study investigates the determinants of online purchase intentions in the beauty industry, focusing on the moderating effects of influencer marketing on trust and social influence. Using a quantitative approach, data were collected from 480 respondents actively purchasing beauty products online, and analysed using Smart PLS for structural equation modelling. The findings reveal that trust and social influence significantly influence purchase intentions, while influencer marketing enhances these relationships, underscoring its strategic role in shaping consumer behaviours. The study offers theoretical insights into consumer decision-making and practical recommendations for beauty brands to optimise influencer-driven marketing strategies, fostering trust and engagement in competitive digital marketplaces.