The Impact of Influencer Marketing on Consumer Purchasing Decisions in The Cosmetic Industry

Social media has reshaped consumer engagement in the cosmetic industry, positioning influencers as key drivers of purchasing decisions. This study evaluates the impact of influencer marketing on consumer trust and behavior using statistical tools like mean, median, and standard deviation. It explores trust in influencers, the role of credibility in purchase intent, leading platforms, and consumer interactions with influencer content. While influencers enhance brand visibility and engagement, concerns about authenticity remain. Consumers are more likely to trust and buy from influencers they perceive as genuine. The study emphasizes the need for transparency, authentic connections, and data-driven strategies to optimize influencer marketing in the cosmetic sector.