THE IMPACT OF SOCIAL MEDIA INFLUENCERS REVIEWS ON WOMEN’S PURCHASE INTENTION OF BEAUTY PRODUCTS

• Main Author: Kezia Esther, Debora
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64397
• Institution: Institut Teknologi Bandung

The advancement of technology facilitates social media users to generate beauty related content such as review videos. These users are commonly called beauty vloggers. This study aims to understand how Indonesian beauty vlogger’s reviews affect women’s intention to buy the products being reviewed in their videos. This quantitative research data collecting comprises of 262 respondents from various locations in Indonesia. PLS-SEM statistical method is involved in analysing the data. It is found out that Source of Credibility Model developed by Ohanian (1990) which consists of attractiveness, trustworthiness, and expertise as independent variables are positively related to brand attitude as a mediating variable. Meanwhile, the other latent variable, , positive relationship with brand attitude is rejected. Moreover, it is also accepted that brand attitude, as a mediator of independent variables, is proven to have a mediating effect and a significant positive relationship to purchase intention. Therefore, this research comes up with an insight for beauty brands in doing the partnership with beauty vloggers in reviewing their products and targeting an increase in purchase intention. It is important to consider the variables involved in this study to ensure the communication effectiveness, thus influence the purchase intention.