EFFECT OF BEAUTY VLOGGER TESTIMONIAL (REVIEW) ON CONSUMER INTEREST (VIEWERS) ON COSMETIC PRODUCTS
DOI:
https://doi.org/10.32497/jobs.v5i2.1715Keywords:
Testimonial (Review) Beauty Vlogger, Consumer Purcahse Intention, Cosmetic ProductsAbstract
This study aims to (1) identify and explain the effect of beauty vlogger testimonials on consumer interest (2) know and explain consumer interest (viewers) on cosmetic products. This type of research is explanatory research with a quantitative approach. The variables of this study include Beauty Vlogger, and consumer interest in cosmetic products. Population criteria in this study were cosmetic users of Madame Gie with a minimum age of 17 who had watched one of the Beauty Vlogger Fatya Biya riviewers, who used Madame Gie products and had bought Madame Gie products. Samples used in this study were 116 respondents taken using purposive sampling and data collection methods using a questionnaire indirectly (online) with the format of the goole form. Analysis of the data used is descriptive statistical analysis and path analysis. The data in this study were processed using SPSS 22 for Windows. The results of the path analysis show that the Beauty Vlogger's testimonial (riview) has a significant effect on Consumer Interests, Consumer Purchase Intention to have a significant effect on product purchasesDownloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).