Article Per Year (5 Year)
p-Index From 2019 - 2024
0.23
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This Author published in this journals
All Journal Journal of Business, Management, and Accounting
Arbi Siti
Binus University
Economics, Econometrics & Finance Education Social Sciences

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ONLINE CONSUMER REVIEW AND BEAUTY INFLUENCER ON COSMETICS PURCHASE INTENTION OF INDONESIAN FEMALE CONSUMERS Arbi Siti; Rita; Ryani Dhyan Parashakti; Imam Mahfud; Shultonnyck Adha
Journal of Business, Management, & Accounting Vol. 1 No. 1 (2019): September
Publisher : Kusuma Negara Business School

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Abstract

In modern times women's lifestyles experience a lot of changes. Cosmetics are unique products because in addition to having the ability to meet women's basic needs for beauty, they also become a means for consumers to clarify their identity socially in the eyes of society. Nowadays cosmetics seem to be a primary need for some women. The results of this study provide information that online customer reviews do not have a significant and negative effect of -0.111, while beauty influencers have a significant and positive effect of 0.345. Online customer reviews and beauty influencers have a significant simultaneous effect on Maybeline's buying interest in Jakarta
Co-Authors Imam Mahfud Rita Ryani Dhyan Parashakti Shultonnyck Adha