Okta Nurvia, ON and Budi Sarasati, BS (2021) THE INFLUENCE OF BEAUTY VLOGGERS ON PURCHASING DECISION OF SKIN CARE PRODUCTS. KnE Social Sciences, 2020. pp. 65-79.
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THE INFLUENCE OF BEAUTY VLOGGERS ON PURCHASING DECISION OF SKIN CARE PRODUCTS.docx - Published Version Download (70kB) |
Abstract
ABSTRACT In this pandemic era, Beauty vloggers still play a very significant role in influencing consumer preference and attitude. Beauty vloggers on digital platforms such as YouTube, Instragram, Twitter etc are becoming aspirational figures that have strong influence in the minds of the consumers.This paper is aimed to determine the impact of Reference Groups by beauty vloggers on purchasing decision of skin care products by female students followers of beauty vloggers in Bekasi. The research method is Correlational Quantitative research, which is focuses on the influence of beauty vloggers on purchasing decision of skin care products by female students. The research objective is to see the extent to which variations in a variable are related to one or more other variables based on the correlation coefficient. Beauty Vlogger is an individual who is very influential in the buying behavior of consumers, early adult women. The respondents used were 100 female students, using purposive sampling. The results showed a significance of 0.000 <0.05. The value of R2 (R square) 0.290 shows the effect of X variable (reference groups) on Y variable (purchase decision) by 29%. The conclusion of this research is that there is a significant influence on the role of beauty vloggers in the decision to buy skin care products. Suggestions for further research are that other factors need to be investigated such as social class, age, life cycle stages, occupation, economic situation, lifestyle, personality, family self-concept etc. Keywords: Beauty Vloggers, Purchase Decision, Reference Groups
| Item Type: | Article |
|---|---|
| Subjects: | Umum > Jurnal Umum > Karya Ilmiah Umum > Penelitian Filsafat, Psikologi, Agama > Psikologi Umum > BKD |
| Divisions: | Fakultas Psikologi > Psikologi |
| Depositing User: | Budi Sarasati |
| Date Deposited: | 01 Nov 2023 04:18 |
| Last Modified: | 01 Nov 2023 04:18 |
| URI: | http://repository.ubharajaya.ac.id/id/eprint/7417 |
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