Pengaruh Beauty Vlogger Tasya Farasya terhadap Minat Pembelian Produk Lipstik dan Lipgloss Kamalia Beauty (pada Subscribers Youtube Tasya Farasya)

Kristin, Julie (2020) Pengaruh Beauty Vlogger Tasya Farasya terhadap Minat Pembelian Produk Lipstik dan Lipgloss Kamalia Beauty (pada Subscribers Youtube Tasya Farasya). Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to determine whether the beauty vlogger’s dimensions that consist of source credibility, physical attractiveness, social attractiveness, homophily, openness to experience, conscientiousness, agreeableness and extraversion have an influence on purchase intentions in Kamalia Beauty’s lipstick and lipgloss on Tasya Farasya’s Youtube subscribers. The population in this study were all of Tasya Farasya's YouTube subscribers, while the sample in this study were active Tasya Farasya’s subscribers (having watched and commented on Tasya Farasya's video about beauty vlogs in the past 1 month), and had knowledge of the beauty product Kamalia Beauty with a total sample of 90 respondents. This study uses multiple regression analysis techniques to determine the effect of the beauty vlogger’s dimensions that consist of source credibility, physical attractiveness, social attractiveness, homophily, openness to experience, conscientiousness, agreeableness and extraversion on purchase intentions in Kamalia Beauty’s lipstick and lipgloss. The results obtained showed that the variable source credibility, social attractiveness, homophily, openness to experience and extraversion had a positive and significant effect on purchase intentions in Kamalia Beauty products.

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