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Bertina Sjabadhyni
Faculty Of Psychology Universitas Indonesia
Religion Arts Humanities Economics, Econometrics & Finance Education Immunology & microbiology Languange, Linguistic, Communication & Media Neuroscience Physics Public Health Social Sciences Other

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Journal : Makara Human Behavior Studies in Asia

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The Influence of Beauty Vlog on Perceived Source Credibility and Purchase Intention Rahmi, Yaumul; Sekarasih, Laras; Sjabadhyni, Bertina
Makara Human Behavior Studies in Asia Vol. 21, No. 1
Publisher : UI Scholars Hub

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Abstract

This study examined the influence of beauty vlog on consumers’ purchase intention through consumers’ perceptions of source credibility and expertise, with consumers’ previous experience in using the product as a moderator. An experiments was conducted by exposing participants (n = 98) to a beauty vlog clip and a traditional advertising as a source of information on YouTube platform. Wardah lip cream products were used as a product in experiments. The results showed that the source of information had no effect on purchasing intention or consumer perception on the credibility and expertise of information sources. However, an interaction between information source and previous experience in using the product in influencing consumers’ purchase intention was found. Specifically, compared to traditional advertising, beauty vlog had a positive effect on the intention of purchase among individuals who had had used Wardah lip cream products.
Co-Authors Alvin Eryandra Anandre Forastero Basuki, Yasinta Intan Putri Deepraj Kaur Eryandra, Alvin Farida Isroani Forastero, Anandre Kaur, Deepraj Kevin Juan Tanggo Laksono Kinanti Alvani Pane Kinanti Alvani Pane Laksono, Kevin Juan Tanggo Martina Dwi Mustika Muda, Sidiq Maulana Narhetali, Erita Pane, Kinanti Alvani Prabowo, Rahadi Pradita Sita Devi Normasari, Pradita Sita Devi Putri, Sellya Putri, Yulianty Chi Rahadi Prabowo Rahmi, Yaumul Rany Komala Dewi Sari Novianti Sekarasih, Laras Sellya Putri Sidiq Maulana Muda Simanjuntak, Dewi Fransiska Suyanto, Helmi Tiara Veronika Simamora Ully Rachmawati Yurizal Firdaus Zalafi, Zahratika