The Influence of Social Media Influencers on Purchase Intention of Local Personal Care Products

Nowadays, Personal care products grow rapidly every year even in a red ocean industry. With changes this digital era, personal companies have to innovate order survive and grow. One of the ways is use marketing. There are many do marketing one popular methods social media influencers. However, with so new influencers on media, marketers find it challenging choose right promote their because not influencer brings significant impact. Choosing wrong could cause business lose money harm image product or brand. On other hand, choosing may lead popularity an increase sales. Based that, research focusing from consumer’s point view, know type that fit offered. This based literature study describes Influencer credibility has positive impact consumers' purchase intention, attitude towards products, advertising. Moreover, describe evaluate attractiveness, trustworthiness, expertise.