ONLINE REVIEW BY BEAUTY VLOGGER AND ITS IMPACT ON BUYING INTEREST
Heny Hendrayati; Nisha Celya Noorfadila; Marchela Indah Atrisia; Rahmy Karimah Syahidah; Mochamad Achyarsyah

Universitas Pendidikan Indonesia
ChangAn University, China
Northwestern Polytechical University, China

Abstract

Social media enables people to get information about a product easier. One of them is online review by beauty vlogger on social media Youtube. Purbasari became one of the local products that quite often become the object of material reviews by Indonesian beauty vlogger on Youtube. This study aims to find out Online Review by Beauty Vlogger, to know the buying interest of purple lipstick, and to know the effect of Online Review by beauty vlogger to buying interest. Therefore, the method used is descriptive and verification. The respondents are a hundred viewers of the purbasari lipstick review video. The sampling technique of this research is purposive sampling method where the criteria are women who know the Purbasari products and have watched Purbasari lipstick review video which reviewed by Indonesian beauty vlogger. The questionnaires are distributed through social media Line by using Google Form. The result of the research shows positive and significant influences of the Online Review on the buying interest.

Keywords: Online Review, Beauty Vlogger, Buying Interest

Topic: Marketing Management