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Budi Sarasati, BS (2023) THE INFLUENCE OF BEAUTY VLOGGERSONPURCHASING DECISION OF SKINCARE PRODUCTS. Journal.

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Abstract

In this pandemic era, Beauty vloggers still play a very significant role in influencing consumerpreference and attitude. Beauty vloggers on digital platforms such as YouTube, Instragram, Twitteretc are becoming aspirational figures that have strong influence in the minds of the consumers.Thispaper is aimed to determine the impact of Reference Groups by beauty vloggers on purchasingdecision of skin care products by female students followers of beauty vloggers in Bekasi. Theresearch method is Correlational Quantitative research, which is focuses on the influence of beautyvloggers on purchasing decision of skin care products by female students. The research objectiveisto see the extent to which variations in a variable are related to one or more other variables basedon the correlation coefficient. Beauty Vlogger is an individual who is very influential in the buyingbehavior of consumers, early adult women. The respondents used were 100 female students, usingpurposive sampling. The results showed a significance of 0.000 <0.05. The value of R 2 (Rsquare) 0.290 shows the effect of X variable (reference groups) on Y variable (purchase decision) by 29%. Theconclusion of this research is that there is a significant influence on the role of beauty vloggers inthedecision to buy skin care products. Suggestions for further research are that other factors needtobeinvestigated such as social class, age, life cycle stages, occupation, economic situation, lifestyle, personality, family self-concept etc.

Item Type:	Other
Subjects:	Filsafat, Psikologi, Agama > Psikologi
Divisions:	Fakultas Psikologi > Psikologi
Depositing User:	Budi Sarasati
Date Deposited:	28 Sep 2025 08:44
Last Modified:	28 Sep 2025 08:44
URI:	http://repository.ubharajaya.ac.id/id/eprint/34830

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