The Effect Beauty Vlogger And Lifestyle On Cosmetic Purchase Decision On E-Commerce Shopee (Survey Of University Of Perjuangan Tasikmalaya Female Students)

Ayu Sri Wandini (University Perjuangan Tasikmalaya, Study Program Of Manajement, Faculty Of Economicst)
Askolani Askolani (University Perjuangan Tasikmalaya, Study Program Of Manajement, Faculty Of Economicst)
Depy Muhamad Pauzy (University Perjuangan Tasikmalaya, Study Program Of Manajement, Faculty Of Economicst)

Journal of Indonesian Management
Vol. 3 No. 3 (2023): September

This study aims to determine the effect of Beauty Vlogger and Lifestyle on Cosmetic Purchasing Decisions at E-Commerce Shopee. This study uses a survey method with a causality research design. The type of data used is primary data and secondary data, with a sample of 100 respondents from students of the University of Perjuangan Tasikmalaya and using a purposive sampling method. The data analysis tool used is path analysis. The results of the study show that Beauty Vlogger has a positive and significant effect on the lifestyle of female students at the University of Perjuangan, Tasikmalaya. Beauty Vlogger has a positive and significant effect on cosmetic buying decisions on Shopee e-commerce. Lifestyle has a positive and significant effect on cosmetic purchasing decisions on e-commerce Shopee. Beauty Vlogger has a positive and significant effect on cosmetic purchasing decisions on e-commerce Shopee through Lifestyle for Students at the University of Perjuangan, Tasikmalaya.