In recent years, the beauty industry in Indonesia has experienced rapid growth, with
local brands such as Somethinc successfully gaining market share through
innovative digital marketing strategies. One of the most leading strategies is the use
of social media influencers (SMIs) to promote products and shape consumer
perceptions. This study examines the impact of social media influencers (SMIs) on
consumer purchasing decisions for the Somethinc brand, focusing on the role of
argument quality (AQ), source credibility (SC), and ekindness (K) in driving sales
performance. Adopting a quantitative research approach, data were collected via
online surveys from active Somethinc consumers and analyzed using Partial Least
Squares Structural Equation Modeling (PLS-SEM) to test the proposed hypotheses.
The findings demonstrate that influencer credibility and engaging, high-quality
content significantly enhance consumer trust and purchase intention, which in turn
positively influence sales. These results underscore the strategic importance of
influencer marketing in the beauty sector and offer practical insights for brand managers to optimize digital marketing initiatives through effective partnerships
with influencers.