The Power of Influencers and Brand Credibility in Boosting Purchase Intent for Wardah Beauty Products

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FORMOSA NEWS

A research team from the University of Muhammadiyah Jakarta consisting of Annisa Camilla, Liza Nora, and Agus Nurudin published a significant study in July 2026 examining how social media influencer roles influence consumer purchase intentions toward Wardah halal cosmetic products through brand attitude and brand credibility formation. This research is crucial amidst the rapid growth of the digital beauty industry in Indonesia because it unpacks the consumer psychological mechanisms that determine the success of modern marketing strategies.

The beauty industry in Indonesia shows extraordinary economic growth, with revenue projections surging from US$6.75 billion in 2020 to US$11.17 billion in 2029. Amidst increasingly fierce market competition, companies massively utilize influencers on digital platforms like Instagram, TikTok, and YouTube to get closer to consumers. However, previous studies frequently showed inconsistent findings regarding whether influencer presence directly impacts purchase decisions or instead requires intermediary variables like trust levels and positive brand perspectives.

To resolve this research gap, the researchers used a quantitative survey method involving 249 female respondents aged at least 17 years in the Greater Jakarta area who had witnessed Wardah product promotional content on social media. Data collection was conducted using online questionnaires with a five-point measurement scale, which were then statistically analyzed using structural equation modeling to test causal relationships among variables objectively.

In-depth analysis revealed several significant main findings:

• Influencers proved to provide a strong direct positive influence on boosting brand credibility, positive consumer attitudes, and product purchase intent.
• Brand credibility and consumer attitudes statistically proved to be effective bridges (mediators) in channeling influencer impact toward purchasing decisions.
• This analysis model is able to explain up to 70 percent of the variation in consumer purchase intent, showing that brand credibility and image are extremely dominant determining factors.

These findings provide broad practical impacts for cosmetic industry players and digital marketing strategy formulation. The researchers from the University of Muhammadiyah Jakarta emphasized that the effectiveness of influencer marketing should not rely solely on the popularity of a figure alone, but must focus on the company's consistency in maintaining reputation and product quality so public trust remains preserved. Through this model, business practitioners can design promotional strategies that are much more efficient and targeted in the digital economic era.

Brief Author Profiles

• Annisa Camilla – Lead researcher and academic at the University of Muhammadiyah Jakarta focusing on consumer behavior and digital marketing.
• Liza Nora – Researcher and academic at the University of Muhammadiyah Jakarta with expertise in management and business strategy.
• Agus Nurudin – Researcher and academic at the University of Muhammadiyah Jakarta specializing in marketing communication and business.

Research Sources

• Article Title: The Influence of Influencers on Purchase Intent Through Brand Attitudes and Brand Credibility on Wardah Beauty Products
• Journal Name: International Journal of Education and Life Sciences (IJELS), Vol. 4, No. 7
• Publication Year: July 2026
• DOI: https://doi.org/10.59890/ijels.v4i7.36