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Skripsi, 056 / 2021 / MPI
Undergraduate Theses from JBPTPPOLBAN / 2023-01-09 13:29:46
Oleh : Ria Ana Sincia - 175264057 (ria.ana.mpem417@polban.ac.id)
Dibuat : 2023-01-09, dengan 4 file

Keyword : Source credibility, reputation, persuasive capabilities, beauty vlogger, consumer attitude, purchase intention, Youtube

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Deskripsi Alternatif :

In 2020, Youtube was the number one most used social media in Indonesia 88%. With the Youtube platform, people are looking for information about songs, movies, and video tutorials. Therefore, before buying a beauty product, Indonesian women usually watch a video review of a beauty vlogger first to find out information related to the beauty product to be purchased. This research uses a descriptive approach. The sample used is 400 by distributing questionnaires to women who like and watch video review beauty vloggers on the social media platform Youtube. The data obtained were then analyzed using a variance-based Partial Least Square (PLS-SEM) to test the hypothesis used in this study. The results show that source credibility, attractiveness, trustworthiness, and expertise affect consumer attitudes. Next, trustworthiness, reputation, and persuasive capabilities affect purchase intention. The role of consumer attitude has a significant influence on purchase intention. This study fills a theoretical gap in the context of beauty. This research provides a comprehensive strategy for beauty vloggers. Keywords: Source credibility, reputation, persuasive capabilities, beauty vlogger, consumer attitude, purchase intention, Youtube.

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