TikTok influencers’ credibility and its impact on local cosmetic purchase intention / Bernadine Adel Sitorus, Sylvia Nabila Azwa Ambad and Cynthia Robert Dawayan

Influencer marketing has become a highly profitable strategy in today’s marketing landscape, with TikTok emerging as a significant platform influencing consumer behaviour. This study examines the impact of TikTok influencers on the Malaysian cosmetic industry, focusing on credibility traits (i.e., trustworthiness, expertise, and attractiveness) and their influence on consumers’ purchase decisions. Using a quantitative approach, data were collected via an online Google Form survey targeting female TikTok users aged 18 to 34, who are currently residing in the Greater Kota Kinabalu area. The study adjusts established measurement items for TikTok and analysed data using SmartPLS 4.0. Results indicate that the trustworthiness and attractiveness of TikTok influencers positively affect consumers’ intention to purchase local cosmetics, while expertise shows no significant impact, possibly due to the target audience’s age and familiarity with cosmetics. These findings have practical implications for cosmetic brands, highlighting the importance of trustworthiness and physical attractiveness in influencer endorsements, thus offering valuable insights for the cosmetic industry.