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
DOI: https://doi.org/10.24123/soshum.v2i2.4698
Abstract Views: 1918 times
PDF Downloads: 1483 times
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

Downloads

Download data is not yet available.

References

Anggadwita, G., Alamanda, D. T. and Ramadani, V. (2019) ‘Halal Label vs Product Quality in Halal Cosmetic Purchasing Decisions’, IKONOMIKA, 4(2), pp. 227–242.

Armstrong, G., Kotler, P. and Da Silva, G. (2006) Marketing: An Introduction: An Asian Perspective. Pearson/Prentice Hall.

Dhestantya, D., Nesia, A. and Restu, U. (2018) ‘Pengaruh Beauty Vlogger Suhay Salim Terhadap Keputusan Pembelian Wardah (Studi Survey pada Mahasiswi FISIP Untirta 2015)’. Universitas Sultan Ageng Tirtayasa.

Hasmiati, H. et al. (2020) ‘The Effect of Brand Image and Price on Product Purchase Decisions at the Sewing House Akkhwat Makassar’, Pinisi Business Administration Review, 2(2), pp. 57–68.

Hendrayati, H. et al. (2020) ‘Online reviews by beauty vloggers and its impact on buying interest’, in Advances in Business, Management and Entrepreneurship: Proceedings of the 3rd Global Conference on Business Management & Entrepreneurship (GC-BME 3), 8 August 2018, Bandung, Indonesia. CRC Press, p. 226.

Irtanti, E. W. (2019) ‘Pengaruh Kualitas Produk, Citra Merek dan Harga terhadap Keputusan Pembelian Produk Pixy Lip Cream: studi pada Mahasiswi UIN Sunan Ampel Surabaya’. UIN Sunan Ampel Surabaya.

Kotler, P. (2008) Test Item File [to Accompany] Principles of Marketing, [by] Philip Kotler, Gary Armstrong. Pearson Prentice Hall.

Laksmitasari, D. and Wandebori, H. (2017) ‘The effect of local lipstick’s packaging elements towards consumer perception and purchasing intention’’, in International Research Conference on Management and Business, pp. 1–8.

Lubis, N. C. and Ariyanti, M. (2020) ‘Effect of celebrity endorsement, EWOM and brand image on purchase decision of Nature Republic products in Indonesia’, in Managing Learning Organization in Industry 4.0: Proceedings of the International Seminar and Conference on Learning Organization (ISCLO 2019), Bandung, Indonesia, October 9-10, 2019. Routledge, p. 22.

Nimla-or, P. (2015) Influence of beauty bloggers on the purchase decision for cosmetic producs by Thai women. Faculty of Commerce and Accountancy, Thammasat University.

Rachmadi, K. R. (2020) ‘Pengaruh vlogger review sebagai celebrity endorser terhadap purchase intention dengan brand image sebagai intervening variabel pada produk kosmetik dan perawatan wajah’, Jurnal Ilmu Manajemen (JIMMU), 3(2), pp. 148–158.

Rayining, S. P. and Agung, Y. (2019) ‘THE INFLUENCE OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION OF WARDAH LIPSTICK PRODUCTS THROUGH BRAND IMAGE AND BRAND CREDIBILITY’, Russian Journal of Agricultural and Socio-Economic Sciences, 90(6).

Saputri, D. A. and Setyawati, H. A. (2020) ‘Analisis Pengaruh Beauty Vlogger Sebagai Reference Group, Lifestyle dan Brand Image Terhadap Keputusan Pembelian Lipstik Pixy’, Jurnal Ilmiah Mahasiswa Manajemen, Bisnis dan Akuntansi (JIMMBA), 2(5), pp. 788–801.

Sun, M. (2020) ‘The role of microblog beauty celebrities recommendations on consumer purchasing behavior: Evidence from Chinese female college students’.

Tjiptono, F. and Chandra, G. (2011) Service, Quality & Satisfaction Edisi. 3rd edn. Yogyakarta: Andi Publisher.

UTAMI, A. L., Eka, D. and Nofiawaty, N. (2020) ‘PENGARUH CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN PIXY COSMETICS (Studi Kasus Pada Mahasiswi S1 Universitas Sriwijaya Kampus Palembang Yang Menonton Video Review Beauty Vlogger Suhay Salim di Youtube)’. Sriwijaya University.

Wahyuningsih, G. A. D. and Sukaatmadja, I. P. G. (2020) ‘The Effect of Brand Image, Product Quality, and Brand Trust on Maybelline Lipstick Customer Loyalty in Denpasar City’, American Journal of Humanities and Social Sciences Research (AJHSSR), 4(1), pp. 407–412.

Zhixuan, L., Hanchen, G. and Feifan, L. (2019) ‘Analysis of influencing factors of Chinese female college students’ lipstick purchasing decisions’.

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
Issue
Vol. 2 No. 2 (2021): Keluwih: Jurnal Sosial dan Humaniora (October)
Section
Original Research
Copyright (c) 2021 Helma Malini Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

  • Articles published in Keluwih: Jurnal Sosial dan Humaniora are licensed under a Creative Commons Attribution-ShareAlike 4.0 International license. You are free to copy, transform, or redistribute articles for any lawful purpose in any medium, provided you give appropriate credit to the original author(s) and the journal, link to the license, indicate if changes were made, and redistribute any derivative work under the same license
  • Copyright on articles is retained by the respective author(s), without restrictions. A non-exclusive license is granted to Kluwih: Jurnal Sosial dan Humaniora to publish the article and identify itself as its original publisher, along with the commercial right to include the article in a hardcopy issue for sale to libraries and individuals.
  • By publishing in Keluwih: JSH, authors grant any third party the right to use their article to the extent provided by the Creative Commons Attribution-ShareAlike 4.0 International license.