How beauty influencers on TikTok can affect the purchasing of cosmetics

Abstract

Businesses in the cosmetics industry have struggled to preserve their market share, growth, and growing consumer preferences. According to Chatzigeorgious (2017), one strategy for these businesses to enhance their product sales is using beauty influencers (— for example, beauty product influencers on social media). This study thus aimed to examine the effect of TikTok beauty influencers on cosmetics sales. The report will demonstrate consumers’ attitudes as well as behaviors towards beauty influencers’ recommendations for cosmetics. The research employed quantitative research strategy survey methods. The research respondent entailed 100 individuals selected through the convenience sampling technique. It is also presented in the form of tables. The research findings showed that beauty influencers play a significant role in influencing customer purchasing decisions.