THE IMPACT OF SOCIAL MEDIA INFLUENCERS AND CONSUMER ATTITUDE ON LUXURY COSMETICS BRANDS PURCHASE INTENTION IN KLANG VALLEY, MALAYSIA

Abstract

The rise of e-commerce online and social media platforms, consumer purchase behavior are also switching from the traditional shopping platform to digital platform. Influencer marketing constantly evolves, many businesses are partnering with micro-influencers to increase their credibility. This study is to designed and investigate the effectiveness of social media influencers focusing on how influencers’ trustworthiness, expertise and attractiveness can influence the consumer attitude toward the luxury cosmetics brands’ purchase intention. This research is a quantitative study that focus in the woman age 20 to 55 years old who live in Klang Valley from all income levels. Data collection was designed and sampling of 200 respondents’ dataset will be analyzed by using SPSS statistical software. All hypothesis are found to be supported except the attractiveness of the influencers. Implications, limitations, and recommendation for future research are further discussed.