THE INFLUENCE OF CREDIBILITY AND ATTRACTIVENESS OF BEAUTY VLOGGER ON PURCHASE DECISION OF BEAUTY PRODUCTS IN MANADO

Abstract

Since the start of the covid 19 all activities are affected because of the rules by the government that requires all the people to stay at home. Because of these problems people mostly to stay at home rather than going out they spend more time at home, so it makes people spend time a lot on their smartphones browsing the internet. Internet use in Indonesia increased significantly during the Covid-19 pandemic. The results of a survey conducted shows that public spending on internet has increased, and Youtube is being the most popular platform that people used rather than other social media. This is an opportunity for a beauty vlogger since most people spend lot of time in social media beauty vlogger have a big impact to attract people attention in cosmetics. The purpose of this research is to analyze The Influence of Credibility and Attractiveness of Beauty Vlogger on Purchase Decision of beauty products in Manado. Researchers conducted this research through quantitative methods by using the Multiple Regression Analysis (MLR) as an analytical tool. To achieve this goal, the researchers distributed questionnaires and the sample used was 100 respondents from Z generation who are Viewers of Beauty Vlogger about Face Mask content.

Keywords: purchase decision, multiple regression analysis