Influencer Marketing and The Purchase Decision in the Makeup Market

Abstract

In the business environment, companies constantly seek new ways to attract and serve their female customers through digital media. For this reason, the present study analyzes the relationship between influencer marketing and the purchase decision of makeup products among women in the city of Tacna (Guadalupe Alarcon & Soto Pacheco, 2025). The objective is to determine the influence of influencer marketing on the purchase decisions of women in Tacna within the makeup market. The research is basic in nature, with a quantitative approach and a non-experimental correlational design. A structured survey was administered to 100 women who use makeup. The instrument was adapted from the model proposed by Thanh Huong, Huong Linh, Ke Huy, Ngoc Phuong, and Hoang Uyen (2025), yielding reliability indices between 0.737 and 0.896, and validity supported through exploratory and confirmatory factor analyses. Data processing was conducted using SPSS 30 and Excel 2025. The results indicate a moderate positive correlation (rho = 0.531; p < 0.05) between influencer marketing and purchase decision, showing that greater exposure to influencers increases purchase intention. The study also found that not only the influencer’s appearance or reach, but also their authenticity and connection with the brand, strengthen consumer trust and motivate product acquisition. These findings demonstrate the relevance of influencer marketing as a tool that contributes meaningfully to the purchase decision process.