Open AccessPERSEPSI KEPERCAYAAN KONSUMEN MEMEDIASI PENGARUH YOUTUBE BEAUTY VLOGGER TERHADAP NIAT BELI DI KOTA DENPASAR
Author(s) -
Ni Luh Diah Ayu Wardani
Publication year - 2020
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2020.v09.i12.p04
Subject(s) - nonprobability sampling , beauty , advertising , product (mathematics) , perception , psychology , sobel test , path analysis (statistics) , business , social psychology , self esteem , art , sociology , mathematics , statistics , population , aesthetics , demography , geometry , neuroscience
The purpose of this study was to explain the effect of the YouTube beauty vlogger and the perception of consumer trust on purchase intention. This research was conducted on prospective consumers of Maybelline cosmetics in Denpasar City. This study drew a sample of 107 respondents, using nonprobability sampling method, particularly purposive sampling. Data were collected from online questionnaires. Path Analysis and Sobel Test were used as data analysis techniques. This study found the YouTube beauty vlogger results and the perception of consumer confidence had a significant positive effect on purchase intention. In addition, YouTube beauty vloggers can partially influence purchase intentions through the perception of consumer trust as a mediating variable. Video content from YouTube beauty vloggers is needed to increase audience confidence in the product being reviewed. The perception of consumer confidence is a strong reference for increasing consumer purchase intentions of a product, so it is recommended that YouTube beauty vlogger and cosmetic company Maybelline each improve the quality of the video and the quality of the product being marketed.
Keywords: YouTube beauty vlogger, consumer confidence perception, purchase intention.