Effect of Beauty Vlogger Testimonial (Review) on Consumer Interest (Viewers) on Cosmetic Products

Agustiara, Rizka; Okatini, Mari; Jumhur, Aam Amaningsih

doi:10.32497/jobs.v5i2.1715

Cited by 4 publications

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“…The most popular social media now is YouTube which combines movies, text, and interaction with the followers. Content hence could be made more attractive (Agustiara et al, 2019). A beauty vlogger is a beauty influencer who provides information regarding the details of a product, the advantages and disadvantages, and the impression.…”

Section: Discussionmentioning

confidence: 99%

“…For beauty products, reviewers are often referred to as beauty vloggers. According to Agustiara et al (2019), beauty vloggers are content creators who specialize in sharing information related to the world of beauty. Beauty vlogger provides tutorials, tricks, and tips for using makeup and skincare and reviewing a product or giving a review of the products used.…”

Section: Research Backgroundmentioning

confidence: 99%

“…Beauty vlogger provides tutorials, tricks, and tips for using makeup and skincare and reviewing a product or giving a review of the products used. Enthusiasm and the high level of public trust in beauty vloggers make forming the image of a product run well (Agustiara et al, 2019). Content reviewers finally are part of the firm's strategy though they do their function independently (Johannes, 2019) Tasya Farasya is one of the most popular beauty vloggers in Indonesia, and she has subscribers as many as 3,990,000 and the total views of all her videos reaching 342,000,000 until December 2021.…”

Section: Research Backgroundmentioning

confidence: 99%

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Effect of Content Review and Promotion on Buying Interest With Product Involvement as an Intervening

Risyafani

Johannes

Khalik

2022

JBSMR

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This research aims to explain the influence of product review content and promotions through social media on buying interest through product involvement. Sampling size was determined with the quote technique; 115 respondents were chosen from management students, Faculty of Economics and Business, University of Jambi. The data analysis used PLS (Partial Least Square). The results showed that product review content has a positive and significant effect on buying interest, and promotion positively and significantly impacts buying interest. Product review content has a significant positive effect through product involvement as an intervening variable, and promotion through social media has a positive and significant impact on buying interest through product involvement. Based on the study results, the marketer can suggest social media as a product promotion tool because social media can reach market segments effectively and efficiently and encourage marketers to work with beauty vloggers who have the credibility to attract consumer buying interest.

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Section: Discussionmentioning

confidence: 99%

Section: Research Backgroundmentioning

confidence: 99%

Section: Research Backgroundmentioning

confidence: 99%

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Effect of Content Review and Promotion on Buying Interest With Product Involvement as an Intervening

Risyafani

Johannes

Khalik

2022

JBSMR

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“…Testimonial atau review yang dikenal dengan para influencer ini menunjukkan bahwa hasil berdampak besar pada minat beli konsumen, tepatnya 48,40%. Hal ini menggambarkan bahwa banyaknya audience yang menonton review influencer searah dengan minat beli konsumen yang semakin meningkat (Jumhur, 2019). Poin penting hal ini adalah, influencer adalah aset sosial yang berpeluang besar untuk dapat diajak bekerjasama demi meraih tujuan marketing (Kadekova & Holiencinova, 2018).…”

Section: Pendahuluanunclassified

Kepuasan Konsumen Sebagai Variabel Mediasi Hubungan Influencer Dan Kualitas Produk Terhadap Minat Beli Ulang Tender Care Protecting Balm

Dana Asih,

Satriawan,

Suhendra

2023

JRMA

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Various kinds of lip care brands circulating in Indonesia make companies have to be able to compete and keep up with the times so that these products continue to be in demand by consumers. The purpose of this study was to determine the influence of influencers and product quality on the intention to repurchase Tender Care Protecting Balm through consumer satisfaction. Sampling was done by purposive sampling method and data collection was done by distributing questionnaires to 85 respondents. Data analysis was performed using the structural equation modeling (SEM) method. The results showed that consumer satisfaction as a mediating variable was influenced by influencers with an influence of 0.9%, product quality with a direct influence of 88.3%. Repurchase intention is influenced by influencers with an influence of 36%, product quality with a direct influence of 26.8%, consumer satisfaction with a direct influence of 32.4%. Consumer satisfaction has no effect on repurchase intention so that consumer satisfaction cannot mediate the effect of influencers and product quality on repurchasing intention of Tender Care Protecting Balm. Allegedly because there are other factors, namely price discounts that affect more interest in repurchasing. Keywords: Influencers, Consumer Satisfaction, Product Quality, Repurchase Intention, Lip Balm. Berbagai macam merek perawatan bibir yang beredar di Indonesia membuat perusahaan harus dapat bersaing dan mengikuti perkembangan jaman agar produk tersebut terus diminati oleh konsumen. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh influencer dan kualitas produk terhadap minat beli ulang Tender Care Protecting Balm melalui kepuasan konsumen. Pengambilan sampel dilakukan dengan metode purposive sampling dan pengumpulan data dilakukan dengan penyebaran kuesioner kepada 85 responden. Analisis data dilakukan dengan metode structural equation modeling (SEM). Hasil penelitian menunjukkan bahwa kepuasan konsumen sebagai variabel mediasi dipengaruhi oleh influencer dengan pengaruh sebesar 0,9%, kualitas produk dengan pengaruh langsung sebesar 88,3%. Minat beli ulang dipengaruhi oleh influencer dengan pengaruh sebesar 36%, kualitas produk dengan pengaruh langsung sebesar 26,8%, kepuasan konsumen dengan pengaruh langsung sebesar 32,4%. Kepuasan konsumen tidak berpengaruh terhadap minat beli ulang sehingga kepuasan konsumen tidak dapat memediasi pengaruh influencer dan kualitas produk terhadap minat beli ulang Tender Care Protecting Balm. Diduga karena ada faktor lain yaitu diskon harga yang lebih mempengaruhi minat beli ulang. Keywords: influencer, kepuasan konsumen, kualitas produk, minat beli ulang, pelembab bibir

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The Process And Hegemony Effect Of Beauty Vloggers On University Student Behavior Of Using Cosmetics

Ayuningsih

Rahman

Yuhastina

2021

JSM

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The cosmetic industry grows rapidly in Indonesia. Supported by digital media, the cosmetic production, marketing and consumption reach society at large, especially female students. Excessive purchasing of cosmetics has either negative (being more consumptive) or positive (being an entrepreneurial pioneer) impacts. Researchers will explain the process and impact of the hegemony of beauty vlogger on students who use cosmetics at Sebelas Maret University, Surakarta. We used Antonio Gramsci's hegemony theory. With qualitative approach, we collected data through interview, observation, documentation, and survey. We involved 30 students both ever watched beauty vlogs and used cosmetics. After testing the validity of the data through triangulation of sources and methods, data were analyzed into four stages run by Miles & Huberman version. The results showed that the beauty vlogger processes the hegemony of the viewers in several stages: increasing knowledge on the cosmetics and their use, building trust for gain sympathy from viewers, make intensive communication to strengthen closeness with viewers and create more positive representation of make-up and beauty. Moreover, many viewers got updates cosmetics and beauty data, financial benefits, inspiration and beauty creativity, and self-confidence. Few viewers spent more time, energy, thoughts and funds to explore the world of cosmetics and beauty.Keywords: Hegemony, Beauty Vlogger, Cosmetic user

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Effect of Beauty Vlogger Testimonial (Review) on Consumer Interest (Viewers) on Cosmetic Products

Cited by 4 publications

References 0 publications

Effect of Content Review and Promotion on Buying Interest With Product Involvement as an Intervening

Effect of Content Review and Promotion on Buying Interest With Product Involvement as an Intervening

Kepuasan Konsumen Sebagai Variabel Mediasi Hubungan Influencer Dan Kualitas Produk Terhadap Minat Beli Ulang Tender Care Protecting Balm

The Process And Hegemony Effect Of Beauty Vloggers On University Student Behavior Of Using Cosmetics

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