Open Access
Subscription Access
A Study on Influence of YouTube on the Purchase Decision of Cosmetic Products
The exploration intends to look at the effect of social media influencers, electronic word of mouth, and perceived quality on the buy choice of corrective items. This study utilized a quantitative strategy with the survey method. Data was gathered utilizing a survey circulated to 273 respondents. The respondents had made deliberate conclusions. To test the hypothesis & the data reliability and validity structural equation modeling (SEM) is applied. There is a positive relationship between identified factors and the Purchase Decision of Cosmetic Products shown by the result.
Keywords
Social Media Influencer, Electronic Word Of Mouth, Perceived Quality, Purchase Decision, and Cosmetic Products.
User
Font Size
Information
- la mani1, Nurul Savitri ganisasmara2, and zulfiah larisu3, (2022), virtual community, customer experience, and brand ambassador: purchasing decision on youtube, Journal of Theoretical and Applied Information Technology, ISSN: 1992-8645.
- Khusboo Janak Binwani1 and Jessica Sze Yin Ho2, (2019 Effects of social media on Cosmetic Brands), Journal of marketing advances and practices, ISSN: 2682-8170.
- Milad Dehghani, et.al, (2016) Evaluating the influence of YouTube advertising for the attraction of young customers, Computers in Human Behaviour.
- Nadia Annisa ROSARA1, Amia LUTHFIA2, (2020 Factors Influencing Consumer’s Purchase Intention on Beauty Products in YouTube), Journal of Distribution Science, ISSN: 2093-7717
- Mita Elvira, Dwi Septi Haryani, (2022 The influence of YouTube beauty bloggers on Indonesian Muslim consumer purchase intention of halal cosmetic products), Journal Islamic Economic Journal, ISSN: 2809-5855
- Carsten Schwemmer1 and Sandra Ziewiecki2, (2018) Social Media Sellout: The Increasing Role of Product Promotion on YouTube, Journal of social media + Society.
- Thanh Vi LE1, Tho ALANG2, Quang Tri TRAN3, (2021 How YouTube Influencers Impact Customers’ Purchase Intention: An Empirical Study of Cosmetic Brands in Vietnam), Journal of Asian Finance, Economics and Business, ISSN: - 2288-4645.
Abstract Views: 131
PDF Views: 81