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All Journal Journal on Education Sarwahita : Jurnal Pengabdian Kepada Masyarakat Community Engagement and Emergence Journal (CEEJ) Jurnal Ilmiah Wahana Pendidikan Edu Cendikia: Jurnal Ilmiah Kependidikan Prosiding Seminar Nasional Pengabdian Kepada Masyarakat Populer: Jurnal Penelitian Mahasiswa Jurnal Adijaya Multidisiplin
Mari Okatini Armandari
Universitas Negeri Jakarta
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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Pengaruh Kredibilitas Beauty Vlogger Terhadap Keputusan Pembelian Produk Kosmetik “S” Vira Tri Handriana; Mari Okatini Armandari; Neneng Siti Silfi Ambarwati
Populer: Jurnal Penelitian Mahasiswa Vol. 2 No. 1 (2023): Maret : Jurnal Penelitian Mahasiswa
Publisher : Universitas Maritim AMNI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/populer.v2i1.612

Abstract

With the development of using social media in gaining more information, a cosmetic product potential buyer will search for more information from various sources, including reviews from beauty vloggers on YouTube. Beauty Vlogger existence can be a form of information exchange that can affect the sales of a product. Miss “X” becomes one of beauty vlogger in Indonesia who also makes review of cosmetic brand, including cosmetic brand “S”. Purpose of this research is to find out how much a beauty vlogger’s credibility can affect the decision purchasing of “S” cosmetic products. This research used Trustworthiness, Expertise, and Attractiveness as independent variables. The research methodology used in this research was a quantitative method that calculated by SMARTPLS 3.0. The population of this research was the subscribers of Miss “X”’s YouTube channel. In collecting data, the writer used non probability sampling with some criterions. The study sample of this research was 100. The result of the study shows that beauty vlogger Miss “X”’s credibility affects the purchasing decision of “S” cosmetic products by 33,8%. Trustworthiness has a positive and significant effect towards Purchasing Decision. However, Expertise and Attractiveness do not have significant effect towards “S” cosmetic products despite being positive.
Co-Authors Alya Juwita Zahira Araminta Leilani Ayu Jusrianti Chanar Mutiara Putri Dara Eminanda Minardi Dwi Atmanto Ewa Sundari Galih Lintang Kinansih Indah Cahyani Putri Lia Aprilia Lidya Jesika Sinaga Lilies Jubaedah Lilis Jubaedah Marisa Asnia Nabilah Nabilah Nadya Shafa Athaya Neneng Siti silfi Neneng Siti Silfi Ambarwati Nesya Salsabila Nurul Hidayah putri angelita Renata Dyah Maharani Siska Marlina Tika Setiani Titin Supiani Vira Tri Handriana Yasmin Savitri