Pengaruh Daya Tarik, Kepercayaan, dan Keahlian Youtube Beauty Vlogger Terhadap Minat Beli Produk Kosmetik

This study aims to prove and analyze the influence of a Youtube Beauty Vlogger which consists of attractiveness, trust, and expertise variables on buying interest in cosmetic products. The population in this study is Tasya Farasya's subscribers. The sample in this study amounted to 100 respondents who have met the criteria by using purposive sampling technique. The types of data used in this research are secondary data and primary data. The results of the t test show that attractiveness and expertise have a positive and significant effect on buying interest in cosmetic products, while trust has a positive but not significant effect on buying interest in cosmetic products. The results of the F test show that attractiveness, trustworthiness, and expertise simultaneously affect buying interest in cosmetic products.

Keywords: Theory Of Planned Behavior, Digital Marketing, Social Media, Influencer, Beauty Vlogger, Attractiveness, Trustworthines, Expertise, Puchase Intention