<![CDATA[This study aims to analyze the impact of influencer marketing on the purchase decision of Wardah products, one of the leading cosmetic brands in Indonesia. Using a qualitative approach, this study involves in-depth interviews with consumers who have been exposed to influencer campaigns on social media. The results of the study show that influencer marketing has a significant influence in shaping consumer perceptions and attitudes towards Wardah products. The appeal and credibility of influencers contributes to increased consumer trust, yes in turn influencing their decision to buy products. In addition, a positive brand image also plays an important role in strengthening purchasing decisions. These findings are in line with the theories of Social Influence and Cognitive Response, which explain how individuals are influenced by others in decision-making. This research provides insights for marketers to formulate more effective marketing strategies through the use of influencers, as well as add to the literature on the relationship between influencer marketing and consumer behavior in the beauty industry.]]>
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