Journal of Business, Management, and Accounting
Vol. 1 No. 1 (2019): September

ONLINE CONSUMER REVIEW AND BEAUTY INFLUENCER ON COSMETICS PURCHASE INTENTION OF INDONESIAN FEMALE CONSUMERS

Arbi Siti (Binus University)
Rita (Binus University)
Ryani Dhyan Parashakti (Mercubuana University)
Imam Mahfud (Binamadani Islamic School)
Shultonnyck Adha (Kusuma Negara Business School)

Article Info

Publish Date
09 Sep 2019

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

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Journal Info
Journal of Business, Management, and Accounting
Website

Abbrev

jobma

Publisher

STIE Kusuma Negara

Subject

Economics, Econometrics & Finance Education Social Sciences

Description

JOBMA: Journal of Business, Management, and Accounting is aimed at being a medium for research results dissemination and scientific paper exchanges on the Indonesian economy and business among academics, practitioners, regulators, and public. JOBMA: Journal of Business, Management, and Accounting is ...