Analysis of Beauty Vlogger, E-WOM, and Brand Image Determinations on Skintific Skincare Purchase Decisions (Among UMP Female Students)

Monica Tri Winanti; Arini Hidayah; Totok Haryanto; Meydy Fauziridwan

doi:10.55927/ajabm.v4i3.422

Authors

Monica Tri Winanti Universitas Muhammadiyah Purwokerto
Arini Hidayah Universitas Muhammadiyah Purwokerto
Totok Haryanto Universitas Muhammadiyah Purwokerto
Meydy Fauziridwan Universitas Muhammadiyah Purwokerto

DOI:

https://doi.org/10.55927/ajabm.v4i3.422

Keywords:

Beauty Vlogger, E-WOM, Brand Image, Purchase Decision

Abstract

This study aims to analyze the Determination Analysis Beauty Vlogger, E-WoM, and Brand Image on the decision to purchase Skintific skincare (Study on UMP Female Students). This study uses a quantitative approach with a population of female students at Muhammadiyah University of Purwokerto and with a sample 120 with purposive methodive sampling. The data was analyzed using the SPSS version 26 method, the results showed that Beauty Vlogger does not have a significant influence on purchasing decisions. Meanwhile, E-WoM and Brand Image has a positive and significant influence on purchasing decisions.

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