Effectiveness of Social Media Influencers on Perceived Value and Consumer Purchase Intentions ERTOS Beauty Care Products on Women of Gen-Y

This study aims to examine the effectiveness of social media influencers including celebrity endorsers, beauty vloggers, and electronic word of mouth (E-WOM) netizens against the perceived value and consumer purchase intentions of ERTOS Beauty Care Products. The population in this study were women from generation Y (Millennials) in Mataram City with a total sample of 100 respondents. The data analysis technique used in this study was carried out using structural equation modeling (SEM) based on partial least square (PLS). The results of the analysis in this study indicate that there is a positive and significant relationship between celebrity endorser to consumer purchase intentions, beauty vlogger to consumer purchase intentions, electronic word of mouth (E-WOM) netizens to consumer purchase intentions, celebrity endorser to perceived value, beauty vlogger to perceived value, electronic word of mouth (E-WOM) netizens against perceived value, and perceived value to consumer purchase intentions.