THE EFFECT OF SOCIAL MEDIA REVIEWS ON COSMETICS TOWARD INDONESIAN TEENAGE GIRL’S PURCHASE INTENTION CASE @OHMYBEAUTYBANK ON TWITTER

• Main Author: Isro Fadilla, Nadila
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/59655
• Institution: Institut Teknologi Bandung

Because of the advancement of the internet, it is also having an impact on the use of social media among teenagers. Twitter is a popular social media platform among Indonesians. An account called @ohmybeautybank acts as a go-between for people who use beauty products and those looking for advice before making a purchase. The way consumers seek advice from others has shifted dramatically, and customers now heavily rely on online reviews (eWOM). Prior research has looked into EWOM, but customers' purchase intentions based on online feedback on Twitter. The goal of this study is to examine the factors influencing customers' purchase intentions using an online review provided by followers of @ohmybeautybank. A quantitative and qualitative study was conducted using a questionnaire filled out by 300 adolescents aged 13 to 24. To test the relationship between argument quality, source credibility, homophily, trust, and purchase intention, Partial Least Square was used. In addition, open-selective coding is used to analyze the answers to open questions. According to the findings of this study, social media reviews have a positive impact on customer purchase intention. Finally, the analysis is expected to provide a comprehensive analysis for customers who actively seek information on social media before purchasing a beauty product