THE IMPACT OF DRUGSTORE MAKEUP PRODUCT REVIEWS BY BEAUTY VLOGGER ON YOUTUBE TOWARDS PURCHASE INTENTION BY UNDERGRADUATE STUDENTS IN INDONESIA

Abstrak / Ringkasan

In this era, digital platforms play a very significant role in influencing consumer preference and attitude. Content creators on digital platforms such as YouTube are becoming aspirational figures that have strong influence in the minds of the consumers. This paper is aimed to determine the impact of drugstore makeup product reviews by beauty vloggers on YouTube towards purchase intention by undergraduate students in Indonesia. In order to determine the factors that influence purchase intention, the variables of Source Credibility Model (Ohanian, 1990) were used. The Source Credibility Model was also projected as a mean to evaluate the factors of quality that was delivered by the beauty vloggers on their videos. Moreover, the dimensions of Trustworthiness, Expertise and Attractiveness from Source Credibility Model are projected into overall consumer attitude in order to determine the impact towards purchase intention. The author had gathered primary data in the form of online questionnaires as well as secondary data resources including journals, books, and articles. Furthermore, quantitative research methods were used in order to examine the respondent’s knowledge and preference. The result indicates that the dimensions of Source Credibility Model in most extent had significantly influenced purchase intention through the videos that was presented by the beauty vloggers on YouTube. In the end, this research would contribute to academic and practical sector in exploring the impact of digital platforms towards consumer preference and attitude. Other than that, this research would also encourage cosmetics brands to realize the importance of content creators and digital platforms and imply them as a new way of marketing.
Keywords: Cosmetics, Beauty Vlogger, Purchase Intention, Consumer Attitude

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