The Influence of Instafamous and Content Marketing on General Attitude Toward Local Brands and Interest in Buying Cosmetic Products

Abstract

The growth of local cosmetics in Indonesia has increased rapidly due to the increasing public interest in local cosmetic products that provide products according to the skin colour of Indonesians. Local cosmetic companies must compete with fellow local brands and brands from other countries to do marketing effectively. One is using Instagram social media to collaborate with Instafamous or create Instagram content. This study aims to determine the influence of Instafamous and Content Marketing on Interest in buying local cosmetic products mediated by General Attitude Toward Local Brands (GATLB). This type of quantitative research uses non-probability sampling methods and purposive sampling techniques on 100 respondents. Data was collected with online surveys and analyzed with SEM PLS through the SmartPLS 3.9.9 application. The results of this study show that Instafamous and Content Marketing hurt buying interest. While GATLB as a mediating variable plays a full role or complete mediation, Instafamous variables and Content marketing do not directly influence buying stake but have an indirect influence through GATLB as a mediation variable.