Manajemen Bisnis
Vol 9, No 1 (2019): April

THE INFLUENCE OF CREDIBILITY AND ATTRACTIVENESS OF BEAUTY VLOGGER AS A CELEBRITY ENDORSER ON CONSUMER PURCHASE INTENTION

Hikmawati, Hikmawati (Unknown)

Article Info

Publish Date
13 Aug 2019

Abstract

This study aims to identify the effect of beauty vlogger?s credibility and attractiveness on purchase intention and find the most influential variable. A quantitative approach using survey (questionnaire) was used. The population in this study was 41.517 viewers of Abel Cantika's vlog titled "Demo dan Review the Body Shop New Hair Care Fuji Green Tea?. 100 samples were selected using purposive sampling technique. The results of this study found that both credibility and attractiveness of the endorser significantly influenced purchase intention, the later was found to be the most influential variable.

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Journal Info
Manajemen Bisnis
Website

Abbrev

jmb

Publisher

Universitas Muhammadiyah Malang

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Manajemen Bisnis (MB) is published by the Department of Management, Faculty of Economics and Business, Muhammadiyah Malang University in 2011. In December 2018, JMB has got online ISSN for articles that publish started from Volume 9 No. 1, April 2019. Star from Volume 9 No. 2 JMB has been accredited ...