The influence of Youtube beauty vloggers on Indonesian Muslim consumers purchase intention of halal cosmetic products
Keywords:
YouTube Beauty Vloggers, Purchase Intention, Halal Cosmetic Products
Abstract
This study aims to analyze and explain the influence of YouTube beauty vloggers on Indonesian Muslim Consumer’s Purchase Intention of Halal Cosmetic Products. This study uses a data collection method with a questionnaire, with a quantitative approach. The population that is the object of research is muslim women in Tanjungpinang. The study sample numbered 100 respondents using purposive sampling techniques with convenience sampling approach. The criteria of respondents are muslim women aged 17-35 years who are domiciled in Tanjungpinang and use halal cosmetics. The analytical tool used in this study is SPSS 26. The results of this study show that YouTube beauty vloggers are very influential on purchase intentions with a coefficient of determination of 63.6%. With the YouTube beauty vloggers are able to influence consumer behavior and increase consumer confidence and able to increase purchase intentions on halal cosmetic products. It can be concluded that YouTube beauty vloggers have a positive and significant effect on purchase intentions.
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Rahman, M. S., Haque, M. M., & Khan, A. H. (2012). A Conceptual Study on Consumers’ Purchase Intention of Broadband Services: Service Quality and Experience Economy Perspective. International Journal of Business and Management, 7(18). https://doi.org/10.5539/ijbm.v7n18p115
Samuel, H., & Hartono, P. D. J. (2019). Pengaruh Online Promotion Terhadap Purchase Intention dengan Instagram Facility Sebagai Moderasi Pada LegendaBatik.com. Journal of Chemical Information and Modeling, 53(9), 1689–1699.
Subasinghe, U., & Weerasisri, R. A. S. (2020). The Impact of Digital Content
Amalia, A. C., & Sagita, G. (2019). Analisa Pengaruh Influencer Social Media Terhadap Keputusan Pembelian Konsumen Generasi Z di Kota Surabaya. JURNAL SOSIAL : Jurnal Penelitian Ilmu-Ilmu Sosial, 20(2), 51–59. https://doi.org/10.33319/sos.v20i2.42
Amalia, C. D. (2019). Pengaruh Content Marketing Di Instagram Stories @LCHEESEFACTORU Terhadap Minat Beli Konsumen. Journal of Chemical Information and Modeling, 53(9), 1689–1699.
Anwar, H., & A.S. Gayathri. (2020). Impact of Social Media Influencers’ Reviews on Consumers’ Purchase Intention. Our Heritage UGC Care Listed Journal, 68(47), 3.
Arikunto, S. (2013). Prosedur Penelitian. Rineka Cipta.
Bakar, E. A., Rosslee, N. N., Ariff, A. M. M., Othman, M., & Hashim, P. (2010). Consumers ’ Trust and Values Towards Halal Cosmetics and. MALAYSIAN JOURNAL OF CONSUMER AND FAMILY ECONOMICS THE Of Consumer and Family Economics, 21–35.
Bevins, C. (2014). Get Schooled: A Visual Social Semiotic Analysis of Target’s Branding using Instagram. Zhurnal Eksperimental’noi i Teoreticheskoi Fiziki, 1–133. http://scholar.google.com/scholar?hl=en&btnG=Search&q=intitle:No+Title#0
Brown, R. E., Jones, V. K., & Wang, M. (2016). the new advertising branding and consumer relationships in the data-driven social media era journal. Business/Marketing, Advertising and Sales, 2, 806.
Chen, J.-L., & Dermawan, A. (2020). The Influence of YouTube Beauty Vloggers on Indonesian Consumers’ Purchase Intention of Local Cosmetic Products. International Journal of Business and Management, 15(5), 100. https://doi.org/10.5539/ijbm.v15n5p100
Evelina, L. W., & Handayani, F. (2018). Penggunaan Digital Influencer dalam Promosi Produk (Studi Kasus Akun Instagram @bylizzieparra). Warta ISKI, 1(01), 71. https://doi.org/10.25008/wartaiski.v1i01.10
Fahmi Arrauf Nst, I. (2018). PENGARUH LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK (Studi Kasus: Mahasiswi FEBI IAIN Langsa). Ilmu Komunikasi Fakultas Ilmu Sosial Dan Humaniora, 2–7. http://halalmuijatim.org/sertifikasi/tentang-sertifikat-halal/.
Fitriah, M. (2018). Komunikasi Pemasaran melalui Desain Visual. Deepublish.
Hermanda, A., Sumarwan, U., & Tinaprillia, N. (2019). The Effect of Social Media Influencer on Brand Image, Self-Concept, and Purchase Intention. Journal of Consumer Sciences, 4(2), 76–89. https://doi.org/10.29244/jcs.4.2.76-89
Illahi, A. K., Fajar, D. P., & Saputra, M. I. (2020). Penggunaan Social media influencer Sebagai Usaha Membangun Budaya Masyarakat Digital Tentang Konsep Tubuh Ideal dan Kepercayaan Diri. Jurnal Komunikasi, 12(1), 108. https://doi.org/10.24912/jk.v12i1.7078
Jalilvand, M. R., & Samiei, N. (2012). The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention: An Empirical Study in The Automobile Industry in Iran. Marketing Intelligence and Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946
Kemp, S. (2021). Digital 2021: Indonesia.
Lim, X. J., Mohd Radzol, A. R. bt, Cheah, J.-H. (Jacky), & Wong, M. W. (2017). The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. Asian Journal of Business Research, 7(2), 19–36. https://doi.org/10.14707/ajbr.170035
Madahi, A., & Sukati, I. (2012). The Effect of External Factors on Purchase Intention amongst Young Generation in Malaysia. International Business Research, 5(8). https://doi.org/10.5539/ibr.v5n8p153
Maulana, I., Manulang, J. M. br., & Salsabila, O. (2020). Pengaruh Social Media Influencer Terhadap Perilaku Konsumtif di Era Ekonomi Digital. Majalah Ilmiah Bijak, 17(1), 28–34. http://ojs.stiami.ac.id
Pertiwi, D., & Gusfa, H. (2018). Pengaruh Content Marketing Terhadap Pembentukan Brand Awarenss Pada Kalbis Institute. Jurnal Media Kom, VIII(2), 45–57. https://publikasi.mercubuana.ac.id/index.php/mediakom/article/view/3915
Pixability Company. (2014). Beauty on YouTube: How YouTube is radically transforming the beauty industry and what that means for brand. https://www.pixability.com
Priatni, S. B., Hutriana, T., & Hindarwati, E. N. (2020). Pengaruh Social Media Marketing terhadap Purchase Intention dengan Brand Awareness sebagai Variable Intervening pada Martha Tilaar Salon Day Spa. Jurnal Ekonomi, Manajemen Dan Perbankan (Journal of Economics, Management and Banking), 5(3), 145. https://doi.org/10.35384/jemp.v5i3.165
Purwanto, A. S. A. C., & Purwanto, T. (2019). Pengaruh Social Media Influencer Terhadap Purchase Intention yang Dimediasi Oleh Trustworthiness (Studi Pada Akun Instagram @KulinerSBY). Pengaruh Social Media Influencer Terhadap Purchase Intention Yang Dimediasi Oleh Trustworthiness (Studi Pada Akun Instagram @Kulinersby), 1411, 219–231.
Purwianti, L., & Ricarto, T. (2018). Analisa Faktor-Faktor Yang Mempengaruhi Di Batam. Jurnal Manajemen Maranatha, 18(November), 41–56.
Rachmy, F. S., & Ismail, T. (2019). Pengaruh Social Media Influencer terhadap Purchase Intention pada Merek Kosmetik Wardah dengan Brand Image sebagai Variabel Mediasi. Business/Marketing, Advertising and Sales, 7.
Rahman, M. S., Haque, M. M., & Khan, A. H. (2012). A Conceptual Study on Consumers’ Purchase Intention of Broadband Services: Service Quality and Experience Economy Perspective. International Journal of Business and Management, 7(18). https://doi.org/10.5539/ijbm.v7n18p115
Samuel, H., & Hartono, P. D. J. (2019). Pengaruh Online Promotion Terhadap Purchase Intention dengan Instagram Facility Sebagai Moderasi Pada LegendaBatik.com. Journal of Chemical Information and Modeling, 53(9), 1689–1699.
Subasinghe, U., & Weerasisri, R. A. S. (2020). The Impact of Digital Content
Published
2022-07-01
How to Cite
Elvira, M. (2022). The influence of Youtube beauty vloggers on Indonesian Muslim consumers purchase intention of halal cosmetic products. NUsantara Islamic Economic Journal, 1(2), 167-181. https://doi.org/10.34001/nuiej.v1i2.250
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Articles
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