Analysis: Influencer Credibility and Visual Appeal on Maybelline Impulse Buying

Abstract

The rapid growth of social commerce in Indonesia has transformed consumer shopping behavior, particularly among Generation Z, who demonstrate high engagement with digital content. Amid the significant expansion of the cosmetics industry, Maybelline experienced a consecutive decline in brand index performance, creating a notable gap worth investigating. This study aims to analyze the effect of Influencer Credibility and Visual Appeal of Content on Impulse Buying through Brand Trust as a mediating variable among Generation Z consumers of Maybelline lipstick products on social commerce platforms. A quantitative approach was employed using purposive sampling, targeting Generation Z consumers residing in the Greater Jakarta area who had purchased Maybelline lipstick through social commerce within the past three months. Data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with SmartPLS software. The findings reveal that Influencer Credibility and Visual Appeal of Content exert a significant positive effect on both Brand Trust and Impulse Buying directly. Brand Trust is also proven to positively and significantly affect Impulse Buying, while simultaneously mediating the influence of Influencer Credibility and Visual Appeal of Content on Impulse Buying. These findings indicate that influencer credibility and content visual quality are important stimuli that shape brand trust and ultimately drive impulsive purchasing behavior among Generation Z consumers within the social commerce ecosystem.