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Beauty Influencer Credibility and Cosmetic Purchase Intention Among Undergraduate Beauty Education Students

Jurnal Penelitian Pendidikan · Vol. 43 No. 1 (2026) · pp. 366–373

DOI
10.15294/jpp.v43i1.62010
ISSN
2580-4154, 2503-1260
Published
2026-04-30
Publisher
Universitas Negeri Semarang
Language
eng

Abstract

The widespread use of social media has significantly influenced consumer behavior, particularly in the beauty industry, where beauty influencers serve as key sources of cosmetic information and recommendations. However, limited studies have explored how beauty influencer credibility affects cosmetic purchase intention among undergraduate beauty education students. This study aimed to examine the effect of beauty influencer credibility on cosmetic purchase intention among students of the Department of Beauty Education, Faculty of Engineering, Universitas Negeri Semarang. A quantitative explanatory design was employed involving 102 respondents selected through purposive sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed using descriptive statistics and simple linear regression in IBM SPSS Statistics. The results showed that respondents reported high perceptions of beauty influencer credibility (M = 4.18, SD = 0.49) and cosmetic purchase intention (M = 4.06, SD = 0.56). Regression analysis revealed that beauty influencer credibility significantly influenced cosmetic purchase intention (β = 0.684, t = 9.487, p < 0.001), explaining 47.5% of the variance (R² = 0.475). These findings highlight the importance of influencer credibility in shaping consumers' purchase intentions and extend the application of Source Credibility Theory within beauty education. The study also offers practical implications for higher education institutions and the cosmetics industry in promoting digital consumer literacy and effective influencer marketing.

Keywords

Collaboration network of the authors

40 authors · 127 co-authorship links · showing the 40 most connected

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  • University of Brawijaya
  • State University of Semarang
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Ade Novi Nurul IhsaniAffiliation unknown7
Ajeng Rahma SudarniAffiliation unknown7
Mulil KhairaAffiliation unknown6
Alfian ArdhiansyahAffiliation unknown6
Anan NugrohoState University of Semarang4
Mia Hafizah TumanggerAffiliation unknown3
Musdalifah MusdalifahAffiliation unknown3
Milda RuliyantiAffiliation unknown3
Maria KrisnawatiAffiliation unknown3
Okta PurnawirawanUniversity of Brawijaya2
Indah Indi AfifahAffiliation unknown2
Eny Widhia AgustinAffiliation unknown2
Sri Endah WahyuningsihAffiliation unknown2
Wahyu LestariAffiliation unknown2
Ikfina Kamal IdaAffiliation unknown2
Lutfiah KhoirunnisaAffiliation unknown2
Erna SetyowatiAffiliation unknown2
Godham Eko SaputroAffiliation unknown1
Ikfina Khamal IdaAffiliation unknown1
Gabriella Tara DivaAffiliation unknown1
Nelly Setyowati AnggraeniAffiliation unknown1
Mutiara Ning RamadhantiAffiliation unknown1
Salwa Salsa BillaAffiliation unknown1
Anadia Krsna PutriAffiliation unknown1
Feti Fatikhatul UzaAffiliation unknown1
Ririn WijayantiAffiliation unknown1
Khanifatun Nisa'Affiliation unknown1
Lina NisrinaAffiliation unknown1
Mayustina WidyanaAffiliation unknown1
Sofia DaniatiAffiliation unknown1
Marwiyah MarwiyahAffiliation unknown1
Reska Ayu NovitasariAffiliation unknown1
Sukma Ade AuliaAffiliation unknown1
Nikhla Ma'rifatul HannaAffiliation unknown1
Erni Eka AriyantiAffiliation unknown1
Amalia Mallika SariAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/journals/JPP/oai, first harvested 5 Nov 2026, last seen 5 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">Beauty Influencer Credibility and Cosmetic Purchase Intention Among Undergraduate Beauty Education Students</dc:title>
	<dc:creator xml:lang="en">Widowati, Trisnani</dc:creator>
	<dc:creator xml:lang="en">Clarita Apriliani</dc:creator>
	<dc:creator xml:lang="en">Septian Eko Prasetyo</dc:creator>
	<dc:creator xml:lang="en">Anik Maghfiroh</dc:creator>
	<dc:subject xml:lang="en">beauty influencer</dc:subject>
	<dc:subject xml:lang="en">cosmetic</dc:subject>
	<dc:description xml:lang="en">The widespread use of social media has significantly influenced consumer behavior, particularly in the beauty industry, where beauty influencers serve as key sources of cosmetic information and recommendations. However, limited studies have explored how beauty influencer credibility affects cosmetic purchase intention among undergraduate beauty education students. This study aimed to examine the effect of beauty influencer credibility on cosmetic purchase intention among students of the Department of Beauty Education, Faculty of Engineering, Universitas Negeri Semarang. A quantitative explanatory design was employed involving 102 respondents selected through purposive sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed using descriptive statistics and simple linear regression in IBM SPSS Statistics. The results showed that respondents reported high perceptions of beauty influencer credibility (M = 4.18, SD = 0.49) and cosmetic purchase intention (M = 4.06, SD = 0.56). Regression analysis revealed that beauty influencer credibility significantly influenced cosmetic purchase intention (β = 0.684, t = 9.487, p &amp;lt; 0.001), explaining 47.5% of the variance (R² = 0.475). These findings highlight the importance of influencer credibility in shaping consumers' purchase intentions and extend the application of Source Credibility Theory within beauty education. The study also offers practical implications for higher education institutions and the cosmetics industry in promoting digital consumer literacy and effective influencer marketing.</dc:description>
	<dc:publisher xml:lang="en">Universitas Negeri Semarang</dc:publisher>
	<dc:date>2026-04-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
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	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unnes.ac.id/journals/JPP/article/view/62010</dc:identifier>
	<dc:identifier>10.15294/jpp.v43i1.62010</dc:identifier>
	<dc:source xml:lang="en">Jurnal Penelitian Pendidikan; Vol. 43 No. 1 (2026): April 2026; 366-373</dc:source>
	<dc:source>2580-4154</dc:source>
	<dc:source>2503-1260</dc:source>
	<dc:source>10.15294/jpp.v43i1</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.unnes.ac.id/journals/JPP/article/view/62010/10938</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Jurnal Penelitian Pendidikan</dc:rights>
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