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The Influence of Attitude Factors Toward Beauty Influencer on Brand Attitude and Consumers’ Repurchase Intention

The factors that influence consumer attitudes towards beauty influencers identify as having the power for several changes. This study examines how attitudes toward beauty influencers can stimulate consumer attitudes towards brands and repurchase intentions. The sample was taken as many as 121 respondents in DKI Jakarta using convenience sampling. This study was analyzed using PLS-SEM for data testing. This study helps marketers and advertisers in the beauty industry realize how influencer marketing presents to consumer brand attitudes and repurchase intentions and understand the factors influencing consumer attitudes towards beauty influencers.