The effect of influencer advertising on the intention to buy Wardah cosmetics in Indonesia

Brands use influencers to approach their target market and promote their products. When influencers advertise and recommend cosmetic products, their followers are more likely to believe they are high-quality and safe. This study aims to determine whether advertising value affects purchase intention through attitude toward ads and brand attitude as mediator variables. Respondents in this study were Instagram users in Indonesia who had seen Ayana Jihye Moon’s advertising posts for Wardah products on Instagram. Data were collected through an online questionnaire from 312 respondents. This study uses a quantitative method and SEM-PLS. The results indicate a significant relationship between advertising value, purchase intention, attitude toward ads, and brand image. The findings also show that attitude toward ads and brand attitude significantly influence each other and purchase intention. The mediation test shows that the attitude toward the ad and brand attitude variables partially mediate. It means that the higher advertising value can increase favorable consumer attitudes toward ads, products, or brands. The more elevated the attitude of Instagram users toward influencer advertisements that appear on ads, the higher the attitude of Instagram users toward the brand.