https://mail.insyma.org/proceedings/files/original/articles/Indarini_Indarini.pdf Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Proceedings of the International Symposium on Management (INSYMA) (Vol 22, 2025) Proceedings meta_title The Role of Beauty Influencers and Online Reviews on Purchase Intention of Makeup Products Author #1 Syallom Miracle Sachiko K Author #2 Indarini Author #3 Dudi Anandya Abstract/Description The trend of makeup products continues to increase, the era of digitalization has influenced the growth of the influence of beauty influencers in marketing makeup products which has an impact on purchasing intentions for makeup products. This research aims to find evidence regarding how beauty influencers influence consumers’ purchasing intentions for makeup products in Surabaya. The results from 239 respondents show that variable relationships influence consumer purchasing intentions, using the SEM (Structural Equation Modeling) method. The research was processed using SPSS Statistics 27 and Amos Graphics. The research results are processed through measurement models and structural models. This research contributes to gaining a deeper understanding of the strength of purchasing intentions influenced by beauty influencers. This study found that online customer reviews and the role of an influencer with high credibility can influence consumer attitudes toward purchase intention. Additionally, brand loyalty was proven to have a significant impact on the purchase intention of makeup products. keywords a;b;c;d Beauty influencer, purchase intention, makeup products publication_date 2025/06/20 2025/06/15 pdf_url https://insyma.org/proceedings/files/articles/Indarini_Indarini.pdf abstract_html_url https://insyma.org/proceedings/items/show/ https://insyma.org/proceedings/items/show/452 firstpage 852 lastpage 856 issn 3047-857X 3047-857X conference Proceedings of the International Symposium on Management (INSYMA) Proceedings of the International Symposium on Management (INSYMA) publisher_name Fakultas Bisnis dan Ekonomika, Universitas Surabaya Fakultas Bisnis dan Ekonomika, Universitas Surabaya no article 141 Volume 22 authors Syallom Miracle Sachiko K, Indarini, Dudi Anandya Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource The Role of Beauty Influencers and Online Reviews on Purchase Intention of Makeup Products Creator An entity primarily responsible for making the resource Syallom Miracle Sachiko K, Indarini, Dudi Anandya