Factors Influencing Consumer’s Purchase Intention on Beauty Products in Youtube

• 발행기관: 한국유통과학회
• 저자명: Nadia Annisa ROSARA Amia LUTHFIA
• 간행물 정보: 『유통과학연구(JDS)』제18권 제6호, 37~46쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2020.06.30

영문 초록

Purpose: This research aims to explain the influence of social media influencer (SMI), electronic word of mouth (EWOM), and perceived quality (PQ) on purchase intention (PI) of beauty products on YouTube. Youtube as the number 1 social media in Indonesia, has an important role as a promotional strategy media for beauty products. Research design, data and methodology: This study used the online survey to 210 female respondents aged 17-30 years who became a subscriber of an Indonesian beauty influencer. Simple regression and multiple regressions were performed to analyze the independent variables towards the dependent variable. Results: The results show that social media influencer, electronic word of mouth, and perceived quality simultaneously have a significant influence on purchase intention. Nevertheless, only two variables individually have a significant influence on purchase intention, which is social media influencer and perceived quality. Conclusions: Perceived quality and social media influencer could be the best strategies to increase consumers when promoting through the influencer s Youtube channel by utilizing a subscriber. While e-WOM can be influential on other social media platforms rather than on the Youtube platform. Therefore, suggested that digital marketer must use multiple social media platforms to increase consumers purchase intention.

목차

1. Introduction

2. Literature Review

3. Research Methods and Materials

4. Results

5. Discussion

6. Implications and Conclusions

References

키워드

Social Media Influencer Electronic Word of Mouth Perceived Quality Purchase Intention Youtube