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Abstract
This study investigates the effect of social media influencers on the purchase intentions of cosmetic products in Butwal, Nepal. Data were collected through a purposive sampling technique from 368 customers residing in Butwal who purchase cosmetic products. A self-administered questionnaire with a five-point Likert scale was used to gather responses. The study employed a descriptive and causal-comparative research design, utilizing correlation and regression analysis to examine the relationships between influencer attributes and purchase intention. The findings indicate that Attractiveness and Homophily are the most influential factors shaping consumers' purchase intentions. Consumers are more likely to trust and be influenced by visually appealing and
relatable influencers, as these characteristics foster a stronger emotional connection and perceived credibility. While Trustworthiness and Informative Value also contribute to purchase intention, their impact is relatively lower. Conversely, Entertainment Value and Congruence do not significantly influence purchase intention, indicating that consumers prioritize personal connection and aesthetics over entertainment or brand alignment. Brands aiming to enhance their marketing effectiveness should focus on collaborating with influencers who possess high attractiveness and relatability, as these attributes have the greatest potential to drive engagement
and increase cosmetic product sales. Keywords: Social Media Influencers, Purchase Intention, Cosmetic Products, Attractiveness, and Homophily.