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All Journal JURNAL MANAJEMEN MOTIVASI
Dwi Sashianty
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Celebrity endorser dan Beauty vlogger terhadap Minat Beli Kosmetik Skintific Dwi Sashianty; Diandra, Didip
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8592

Abstract

The rise of social media has transformed how consumers seek information, particularly in the competitive beauty industry. Public figures like celebrity endorsers and beauty vloggers now play a key role in shaping perceptions and purchase intention, especially for popular skincare brands like Skintific. This study analyzes their influence using a quantitative descriptive method and purposive sampling of 150 respondents via Google Form. Data were analyzed using SmartPLS 4.1.0.0. Results show both variables have a positive, significant impact on purchase intention, with beauty vloggers being the most dominant. An R-square of 0.752 confirms their strong explanatory power on consumer behavior.
Co-Authors Diandra, Didip