PENGARUH BEAUTY VLOGGER TERHADAP MINAT BELI PRODUK KOSMETIK WARDAH DENGAN CITRA MEREK SEBAGAI VARIABEL MEDIASI (Survei Pada Mahasiswi Universitas Slamet Riyadi Surakarta)
Abstract
The purpose of this study is to analyze 1) the effect of beauty vlogger as e-WOM on brand image; 2) the influence of beauty vlogger as e-WOM on purchase intention; 3) the influence of brand image on purchase intention; and 4) the influence of beauty vlogger as e-WOM on purchase intention through brand image. This research was conducted at the students of Slamet Riyadi University, Surakarta. The sample size taken was 70 respondents, with non-probability sampling method and purposive sampling using path analysis. Based on the analysis, it was found that the beauty vlogger as e-WOM had a significant effect on brand image, beauty vlogger as e-WOM had a significant effect on buying interest, brand image had a significant effect on purchase intention, brand image mediates the influence of beauty vlogger as e-WOM on purchase intention. Based on the results of the research, the use of beauty vlogger must be decided appropriately in order to have a very large influence on the level of product salesKeywords: Beauty Vlogger, e-WOM, Brand Image, Purchase Intention.
Downloads
Published
2019-03-21
Issue
Section
Artikel
License
Authors who publish this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors can separately make additional contractual arrangements for non-exclusive distribution published by the journal (e.g., publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are allowed and encouraged to send their work via online (e.g., in the institutional repositories or their website) after published by the journal.
