The Influence of Beauty Vloggers, Brand Image, and Product Quality on Lipstick Purchase Decisions

  • Helma Malini Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura, Pontianak, Kalimantan Barat– Indonesia
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Keywords: beauty vlogger, brand image, product quality, purchase decision

Abstract

Abstract—Women place a high value on their appearance. We can see in everyday life that most women are unable to live without cosmetics. Cosmetics have become a necessity for women to support their appearance while going about their daily activities in order to make them more attractive and confident. Women's lipstick is one of the most popular cosmetics. Consumers consider brand image and product quality when purchasing cosmetics, particularly lipsticks. The goal of this study is to see if the image of Beauty Vloggers and the quality of their products have an impact on purchase decisions. The sample size for this study was 100 people. Explanatory research methods are used. Multiple linear regression analysis with IBM SPSS Statistics 25 was used to analyze the data. The findings of this study show that in Indonesia, Beauty Vlogger Brand Image has no significant impact on Emina Cosmetics Lipstick Product Purchase Decisions, while Product Quality has a significant impact on Emina Cosmetics Lipstick Product Purchase Decisions.

Keywords: beauty vlogger, brand image, product quality, purchase decision

Abstrak—Wanita menempatkan nilai tinggi pada penampilan mereka. Kita dapat melihat dalam kehidupan sehari-hari bahwa kebanyakan wanita tidak dapat hidup tanpa kosmetik. Kosmetik sudah menjadi kebutuhan bagi wanita untuk menunjang penampilan saat menjalani aktivitas sehari-hari agar lebih menarik dan percaya diri. Lipstik wanita adalah salah satu kosmetik paling populer. Konsumen mempertimbangkan citra merek dan kualitas produk saat membeli kosmetik, khususnya lipstik. Tujuan dari penelitian ini adalah untuk melihat apakah citra Beauty Vlogger dan kualitas produknya berpengaruh terhadap keputusan pembelian. Besar sampel untuk penelitian ini adalah 100 orang. Metode penelitian eksplanatori digunakan. Analisis regresi linier berganda dengan IBM SPSS Statistics 25 digunakan untuk menganalisis data. Temuan penelitian ini menunjukkan bahwa di Indonesia, Brand Image Beauty Vlogger tidak berpengaruh signifikan terhadap Keputusan Pembelian Produk Lipstik Emina Cosmetics, sedangkan Kualitas Produk berpengaruh signifikan terhadap Keputusan Pembelian Produk Lipstik Emina Cosmetics.

Kata kunci: beauty vloggre, citra merek, kualitas produk, keputusan membeli

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Published
2021-10-26
How to Cite
Malini, H. (2021). The Influence of Beauty Vloggers, Brand Image, and Product Quality on Lipstick Purchase Decisions. Keluwih: Jurnal Sosial Dan Humaniora, 2(2), 58-68. https://doi.org/10.24123/soshum.v2i2.4698
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