The Effect of Social Media Influencer on Purchase Intention with Brand Image and Customer Engagement as Intervening Variables

An individual with a strong presence on social media, known as an influencer, has the ability to bridge gap between company and its target audience by conveying favorable brand image audience. Social media influencers have shape customer engagement, which can then influence interest in purchasing that brand. Tasya Farasya is beauty influencer who often shares reviews about Makeover products. Her posts created engagement among Makeover's Compared other influencers, one of top 10 Indonesia, high figur followers rates. However, product reviewed not cosmetic Indonesia. This affect image, Makeover. study aims assess how Farasya, affects consumers' purchase intent for brand, focusing factors. In this study, quantitative approach was employed, whereby data gathered via questionnaire. To analyze data, Structural Equation Model (SEM) utilized through use SmartPLS software.