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Mari Okatini Armandari
Universitas Negeri Jakarta
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Mechanical Engineering Public Health Social Sciences Other

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Journal : Populer: Jurnal Penelitian Mahasiswa

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Pengaruh Kredibilitas Beauty Vlogger Terhadap Keputusan Pembelian Produk Kosmetik “S” Vira Tri Handriana; Mari Okatini Armandari; Neneng Siti Silfi Ambarwati
Populer: Jurnal Penelitian Mahasiswa Vol. 2 No. 1 (2023): Maret : Jurnal Penelitian Mahasiswa
Publisher : Universitas Maritim AMNI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/populer.v2i1.612

Abstract

With the development of using social media in gaining more information, a cosmetic product potential buyer will search for more information from various sources, including reviews from beauty vloggers on YouTube. Beauty Vlogger existence can be a form of information exchange that can affect the sales of a product. Miss “X” becomes one of beauty vlogger in Indonesia who also makes review of cosmetic brand, including cosmetic brand “S”. Purpose of this research is to find out how much a beauty vlogger’s credibility can affect the decision purchasing of “S” cosmetic products. This research used Trustworthiness, Expertise, and Attractiveness as independent variables. The research methodology used in this research was a quantitative method that calculated by SMARTPLS 3.0. The population of this research was the subscribers of Miss “X”’s YouTube channel. In collecting data, the writer used non probability sampling with some criterions. The study sample of this research was 100. The result of the study shows that beauty vlogger Miss “X”’s credibility affects the purchasing decision of “S” cosmetic products by 33,8%. Trustworthiness has a positive and significant effect towards Purchasing Decision. However, Expertise and Attractiveness do not have significant effect towards “S” cosmetic products despite being positive.
Co-Authors Araminta Leilani Audrey Febrina Hidajatulloh Chanar Mutiara Putri Marisa Asnia Naflah Lutfi Nabillah Neneng Siti Silfi Ambarwati Nurul Hidayah Shirley Gemilang Triraharja Siska Marlina Vira Tri Handriana