English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

   In this pandemic era, beauty vloggers play a significant role, influencing consumer preferences and attitudes. This paper seeks to determine the impact of Reference Groups by beauty vloggers on the purchasing decisions by female students involving skin care products who follow beauty vloggers in Bekasi. The study uses correlational quantitative research, and the objective is to see the extent to which variations in a variable are related to one or more other variables based on the correlation coefficient. The respondent pool was comprised of 100 female students, obtained via purposive sampling. The results showed a significance of 0.000 <0.05. The value of R2 (R square) 0.290 shows the effect of X variable (reference groups) on Y variable (purchase decision) by 29%. The conclusion of this research is that beauty vloggers significantly influence the decision to buy skin care products. Keywords: Beauty Vloggers, Purchase Decision, Reference Groups  

The Influence of Beauty Vloggers on Purchasing Decisions Involving Skin Care Products