Influencer Authenticity and Consumer Satisfaction in Skincare Digital Marketing Campaigns: Evidence from Indonesia

This research aiming to find and explore the corelations between buyer perception and influencer authenticity impact satisfaction in nowadays skincare digital marketing campagins. The purposive sampling method for investigation gathering data from 253 individuals internet users in Indonesia in May 2025. Surveyed individuals have already bought skincare based on influencer’s recommendation. The findings indicate that customer perception impact customer satisfaction that also impacting repurchase intention. Based on this study, influencer trustworthiness is sufficient towards customer purchase intention and must strengthen by social media advertising.