THE IMPACT OF CONSUMER BRAND ENGAGEMENT ON ONLINE PURCHASE INTENTION: A QUANTITATIVE STUDY IN THE BEAUTY INDUSTRY

Abstract

This study investigates the impact of Consumer Brand Engagement (CBE) on Online Purchase Intention within the beauty industry. The rise of social media and digital platforms has transformed how brands engage with consumers, creating new pathways for influencing purchasing behavior. Through a quantitative analysis involving structural equation modeling (SEM), the research explores how emotional, cognitive, and behavioral dimensions of CBE affect consumer willingness to make online purchases. The findings reveal that higher levels of brand engagement on social media platforms, such as through product reviews, user-generated content, and interactive communication, significantly enhance online purchase intention. Consumers' trust and perceived value from brand interactions also mediate this relationship, highlighting the importance of authenticity and consistent brand messaging. This study contributes to the growing body of literature on online consumer behavior and provides practical recommendations for marketers to strengthen brand engagement strategies and drive online sales.

Keywords: Consumer Brand Engagement, Online Purchase Intention, Beauty Industry, Social Media, Structural Equation Modelin