The Influence of Beauty Vlogger on Purchase Intention of Netizens in social media

Abstract

This research aimed to investigate contributing factors and the effects of beauty vloggers in Indonesia. In this era, the digital platform has a significantly important role in influencing purchase intentions, and it is one of the most effective marketing strategies. Content creators like Youtubers become one place to share. There are a lot of YouTube content creators such as beauty vloggers and become a figure that inspires many people to have a strong influence on the minds of the consumers. We used the Theory of Planned Behaviour (TPB) model in this research. There were three independent variables and one dependent variable. The independent variables were attitude, subjective norm, and perceived behavioral control, and the dependent variable was behavioral intention and beauty vlogger as a moderating variable. This research used the questionnaire to collect data from 400 respondents. The results of this research were that the TPB model matches the data at 0.718. In the coefficient of determination r-square and the conjectures that Behavioural Intention was affected by attitude with the significance of t-stat 7.795 (associated to sig/p-value of 0,000), Subjective Norm with t-stat of 6.330 (0,000), and Perceived Behavioural Control with t-stat of 2.628 (0,001). From this research, we found out that the conjectures of Behavioural Intention were affected by attitude and Perceived Behavioural Control and Subjective Norm moderated beauty Vloggers. However, there is a strong relationship between beauty vloggers and purchase intention without moderating Attitude, Subjective Norm, and Perceived Behavioural Control.