Make Up Artists become a promising profession in Indonesia because of the mushrooming beauty trend and demand from the market nowadays. Aside from the service from Make Up Artists, the cosmetic and beauty industry in Indonesia is also growing over the years. This phenomenon is a positive sign for marketers and service providers, specifically, Make Up Artists, to understand consumers' behavior to increase their benefit and advantage. Indonesia has many young and young-adult people who caught in beauty trend over the world that led to the increase of consumption to Make Up Artist.
The increase of demand for Make Up Artist among young people could benefit those who want to enter the market and profession or those who already in the industry for the time being. This could allow them to understand more about factors that influence consumers to decide to hire Make Up Artists' service, so Make Up Artists could improve their service quality and some important factors to consumers that increase their service demand. It is the reason for this study to investigate the impact of consumers’ external factors, which are personal brand image, perceived quality, word-of-mouth, price consciousness, personal skill, and personal relationship, to consumers’ internal or psychological factors, which include consumers’ perception, attitudes, cognitive trust, and affective trust, toward purchase intention of Make Up Artists in Indonesia. A total of 275 respondents are obtained to be analyzed using SBM SPSS with multiple regression method. The result showed that all external factors are influencing consumers’ perception. Other than that, perceived quality, personal skill, and personal relationship were influencing consumers’ attitudes. Perceived quality, word-of-mouth, price consciousness, personal skill, and personal relationship are proven to influence cognitive trust. For affective trust, it is influenced by word-of-mouth, personal skill, and personal relationship. The result also indicates that consumers’ purchase intention mainly influenced by consumers’ cognitive trust in Make Up Artists.

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