Pengaruh beauty vlogger Tasya Farasya terhadap produk kecantikan Make Over dengan brand image sebagai variabel mediasi

Stefhani nyoto

Abstract


Perkembangan internet berdampak dalam berbagai aspek kehidupan hingga sebagai sarana dalam bisnis. Sehingga mempengaruhi pola perilaku konsumen yang memilih hal praktis dalam pencarian informasi. Sehingga periklanan menggunakan  Beauty Vlogger melaui media sosial YouTube  dapat menjadi salah satu alternatif sebuah perusahaan dalam mempromosikan produknya. Penelitian ini bertujuan untuk menganalisa Pengaruh Beauty Vlogger  Tasya Farasya terhadap Purchase Intention pada produk kecantikan Make Over dengan Brand Image sebagai mediasi. Penelitian ini di klasifikasikan dalam jenis riset kausal dengan menggunakan pendekatan kuantitatif. Responden adalah orang yang pernah melihat video ulasan dari Beauty Vlogger Tasya Farasya minimal satu kali dalam tiga bulan terakhir.


Keywords


beauty vlogger, brand image, purchase intetion.

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