ONLINE CONSUMER REVIEW AND BEAUTY INFLUENCER ON COSMETICS PURCHASE INTENTION OF INDONESIAN FEMALE CONSUMERS

  • Arbi Siti Rabiah Binus University
  • Rita Binus University
  • Ryani Dhyan Parashakti Mercubuana University
  • Imam Mahfud Binamadani Islamic School
  • Shultonnyck Adha Kusuma Negara Business School
Keywords: consumer review, beauty influencer, purchase intention, female consumer, cosmetics

Abstract

In modern times women's lifestyles experience a lot of changes. Cosmetics are unique products because in addition to having the ability to meet women's basic needs for beauty, they also become a means for consumers to clarify their identity socially in the eyes of society. Nowadays cosmetics seem to be a primary need for some women. The results of this study provide information that online customer reviews do not have a significant and negative effect of -0.111, while beauty influencers have a significant and positive effect of 0.345. Online customer reviews and beauty influencers have a significant simultaneous effect on Maybeline's buying interest in Jakarta

Published
2019-09-09
Section
Articles