THE IMPACT OF DRUGSTORE MAKEUP PRODUCT REVIEWS BY BEAUTY VLOGGER ON YOUTUBE TOWARDS PURCHASE INTENTION BY UNDERGRADUATE STUDENTS IN INDONESIA
Ananda, Azka Faranisa; Wandebori, Harimukti · Universitas Negeri Yogyakarta
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 You…