Open AccessPERAN CONSUMTIVE LIFESTYLE, BEAUTY VLOGGER, BRAND IMAGE, BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK KOREA (INNISFREE) DI SURABAYA
Author(s) -
Reizano Amri Rasyid,
Denis Fidita Karya
Publication year - 2021
Language(s) - English
Resource type - Journals
ISSN - 2407-4950
DOI - 10.29062/mahardika.v19i2.254
Subject(s) - purchasing , advertising , brand image , beauty , nonprobability sampling , brand awareness , business , positive relationship , psychology , marketing , social psychology , art , medicine , aesthetics , population , environmental health
This study aims to examine the effect of consumtive lifestyle, beauty vlogger, brand image and brand trust on purchasing decisions on Innisfree Korea cosmetic products. This study uses primary data derived from questionnaire respondents using Innisfree products. The sample in this study amounted to 210 respondents. Using the non-probability sampling method used in analyzing data in this study using SmartPLS 3.0. Based on the results of the analysis and hypothesis testing can be obtained the results that brand image has a negative effect on brand trust, but has a positive effect on purchasing decisions. Consumtive lifestyle has a positive effect on purchasing decisions and brand trust. Beauty vlogger has a positive effect on purchasing decisions and negatively affects brand trust. Brand trust has a positive effect on purchasing decisions.