Date Log
Submitted
31 January 2019
Accepted
28 May 2019
Published
31 May 2019
Pengaruh Beauty Vlog terhadap Purchase Intention dan Brand Awareness Marina Hand & Body Lotion (Studi pada Pengikut Akun Instagram Alifah Ratu)
Corresponding Author(s) : Lady Arantxa Meilina Dewi
Jurnal Minds: Manajemen Ide dan Inspirasi,
Vol. 6 No. 1 (2019): June
Abstract
This research was conducted to determine the effect of Vlog on the Purchase Intention of Hand & body lotion and Brand Awareness as an intervening variable. The population in this study were 200 followers of the Alifah Ratu’s Instagram account who had seen Beauty vlog about Marina Hand & body lotion more than once. This type of research uses purposive sampling and quantitative. The technique of collecting data in this study was an online questionnaire and analyzed using path analysis. The results of the research show the beauty of the Vlog is positive and significant to the purchase intention, the beauty of the Vlog is positive and significant to brand awareness. The involvement of the Ratu’s Instagram account, as well as a positive and significant influence between Brand Awareness of the intention to purchase Marina Hand & body lotion.
Keywords
Beauty Vlog
Brand Awareness
Purchase Intention
Andjarwati, A. L., & Dewi, L. A. M. (2019). Pengaruh Beauty Vlog terhadap Purchase Intention dan Brand Awareness Marina Hand & Body Lotion (Studi pada Pengikut Akun Instagram Alifah Ratu). Jurnal Minds: Manajemen Ide Dan Inspirasi, 6(1), 1–18. https://doi.org/10.24252/minds.v6i1.7259
Download Citation
Endnote/Zotero/Mendeley (RIS)BibTeX
References
-
Aaker, D. (1997). Manajemen Ekuitas Merek. Jakarta: Spectrum
Achmad, S. H., & Hidayat, R. (2018). The Effect of Video Advertisement by Beauty Vlogger on Buying Intention, 1–6.
Aditya Hadi Pratama. (2017). Perkembangan Pengguna Internet di Indonesia Tahun 2016 Terbesar di Dunia. Retrieved November 17, 2017, from https://id.techinasia.com/pertumbuhan-pengguna-internet-di-indonesia-tahun-2016
Baron, R. M., & Kenny, D. a. (1986). The Moderator-Mediator Variable Distinction in Social The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182. https://doi.org/10.1037/0022-3514.51.6.1173
Barri, H. G., Saerang, D. P. ., & Tumiwa, J. R. (2017). the Impact of Viral Marketing Using Social Media Platforms on Brand awareness (Case Study: Laneige Cosmetic), 5(3), 3945–3954
Busche, L. (2017). Powering Content: Building a Nonstop Content Marketing Machine (First edit). United Of America: O’Reilly Media, Inc.
Cci-Indonesia. (2016). Perkembangan Pasar Industri Kosmetik Di Indonesia, 2010 – 2015. Retrieved November 18, 2017, from http://cci-indonesia.com/perkembangan-pasar-industri-kosmetik-di-indonesia-2010-2015
Chidley, A., & Kane, C. (2017). The Influence of YouTube: Selling Luxury Cosmetics in the Digital Age. Communication.
Chitty B.,Luck E.,Barker N., Sassenberg A,M., Shimp T.A., & Andrews J.C. (2017). Integrated Marketing Communications. (Edisi 5). Australia: Cengage Learning.
Fulya, H. (2016). Factors affecting purchase intention in youtube videos *. Knowledge Economy & Knowledge Management, XI, 33–47.
Have, C. . Ten. (2017). Beauty vloggers and their influence on consumer-buying
intentions The case of the Netherlands. Journal of Business Research Erasmus
University Rotterdam, 24(3), 332–352
Jamil K. et.al.,(2017) Exploring Brand awareness, Customer Loyalty and Perceived Quality: how they ensure Profitability and generate Purchase intention: A study on cosmetic industry of Pakistan. Journal of Social and Development Sciences. 8(3), 40-45 from :https://www.researchgate.net/publication/322446350
Kim, D. (2017). Vlog as a Branding Tool How to Build a Brand with a Video Blog in Social Media, (October). Retrieved from https://www.theseus.fi/bitstream/handle/10024/135609/Kim_Daeun.pdf?sequence=1
Kim, K. D., & Minjung K. (2016). Influence of Brand awareness and Brand Attitude on Purchase. Journal of Marketing Thought . 3 (1), 16 - 26. from 10.15577/jmt.2016.03.01.3
Lee, J. (2017). Setting up your Hair,Nails or Beauty Business (illustrate). Lulu.com. Retrieved from https://books.google.co.id/books?isbn=1326906666
Lee, J. E., & Watkins, B. (2016). YouTube vloggers’ influence on consumer luxury brand perceptions and intentions. Journal of Business Research.from https://doi.org/10.1016/j.jbusres.2016.04.171
Ozuem, W. (2017). Digital Marketing Strategies for Fashion and Luxury Brands. (Y. Azemi,
Ed.) (1 Edition). United States of America: IGI Global.
San, L. I. M. Y., Sim, T. E. O. Y., Ling, T. A. N. C. N., & Hock, N. G. T. (2012). Cosmetic
Product : A Study of Malaysian Women Shoppers in Cyberspace, 20(11), 1529–1533. https://doi.org/10.5829/idosi.wasj.2012.20.11.1623.
Schiffman, L. G., & Kanuk, L. L. (2000). Consumer Behavior (Fifth edit). New Jersey: Prentice-Hall Inc.
Shimp, A. T. (2014). Komunikasi Pemasaran Terpadu (8th ed.). Jakarta: Salemba Empat.
Walangitan, A., Pangemanan, S. S., & Rumokoy, F. S. (2015). Analisyng The Impact Of Brand Equity on Consumer Purchase intention Of Etude House Cosmetic Product in Manado. Jurnal EMBA, 33(7592), 758–766.
We are social Singapore. (2017). Digital in 2017: Southeast Asia. Retrieved December 19, 2017, from https://www.slideshare.net/wearesocialsg/digital-in-2017-southeast-asia
Y.Rahmi,L. Sekarasih, B Sjabadhyni. (2016). The Influence of Beauty Vlog on Perceived Source Credibility and Purchase Intention, Makara Hubs-Asia,
20(2): 13-23. https://doi: 10.7454/mssh.v21i1.3496.
References
Aaker, D. (1997). Manajemen Ekuitas Merek. Jakarta: Spectrum
Achmad, S. H., & Hidayat, R. (2018). The Effect of Video Advertisement by Beauty Vlogger on Buying Intention, 1–6.
Aditya Hadi Pratama. (2017). Perkembangan Pengguna Internet di Indonesia Tahun 2016 Terbesar di Dunia. Retrieved November 17, 2017, from https://id.techinasia.com/pertumbuhan-pengguna-internet-di-indonesia-tahun-2016
Baron, R. M., & Kenny, D. a. (1986). The Moderator-Mediator Variable Distinction in Social The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182. https://doi.org/10.1037/0022-3514.51.6.1173
Barri, H. G., Saerang, D. P. ., & Tumiwa, J. R. (2017). the Impact of Viral Marketing Using Social Media Platforms on Brand awareness (Case Study: Laneige Cosmetic), 5(3), 3945–3954
Busche, L. (2017). Powering Content: Building a Nonstop Content Marketing Machine (First edit). United Of America: O’Reilly Media, Inc.
Cci-Indonesia. (2016). Perkembangan Pasar Industri Kosmetik Di Indonesia, 2010 – 2015. Retrieved November 18, 2017, from http://cci-indonesia.com/perkembangan-pasar-industri-kosmetik-di-indonesia-2010-2015
Chidley, A., & Kane, C. (2017). The Influence of YouTube: Selling Luxury Cosmetics in the Digital Age. Communication.
Chitty B.,Luck E.,Barker N., Sassenberg A,M., Shimp T.A., & Andrews J.C. (2017). Integrated Marketing Communications. (Edisi 5). Australia: Cengage Learning.
Fulya, H. (2016). Factors affecting purchase intention in youtube videos *. Knowledge Economy & Knowledge Management, XI, 33–47.
Have, C. . Ten. (2017). Beauty vloggers and their influence on consumer-buying
intentions The case of the Netherlands. Journal of Business Research Erasmus
University Rotterdam, 24(3), 332–352
Jamil K. et.al.,(2017) Exploring Brand awareness, Customer Loyalty and Perceived Quality: how they ensure Profitability and generate Purchase intention: A study on cosmetic industry of Pakistan. Journal of Social and Development Sciences. 8(3), 40-45 from :https://www.researchgate.net/publication/322446350
Kim, D. (2017). Vlog as a Branding Tool How to Build a Brand with a Video Blog in Social Media, (October). Retrieved from https://www.theseus.fi/bitstream/handle/10024/135609/Kim_Daeun.pdf?sequence=1
Kim, K. D., & Minjung K. (2016). Influence of Brand awareness and Brand Attitude on Purchase. Journal of Marketing Thought . 3 (1), 16 - 26. from 10.15577/jmt.2016.03.01.3
Lee, J. (2017). Setting up your Hair,Nails or Beauty Business (illustrate). Lulu.com. Retrieved from https://books.google.co.id/books?isbn=1326906666
Lee, J. E., & Watkins, B. (2016). YouTube vloggers’ influence on consumer luxury brand perceptions and intentions. Journal of Business Research.from https://doi.org/10.1016/j.jbusres.2016.04.171
Ozuem, W. (2017). Digital Marketing Strategies for Fashion and Luxury Brands. (Y. Azemi,
Ed.) (1 Edition). United States of America: IGI Global.
San, L. I. M. Y., Sim, T. E. O. Y., Ling, T. A. N. C. N., & Hock, N. G. T. (2012). Cosmetic
Product : A Study of Malaysian Women Shoppers in Cyberspace, 20(11), 1529–1533. https://doi.org/10.5829/idosi.wasj.2012.20.11.1623.
Schiffman, L. G., & Kanuk, L. L. (2000). Consumer Behavior (Fifth edit). New Jersey: Prentice-Hall Inc.
Shimp, A. T. (2014). Komunikasi Pemasaran Terpadu (8th ed.). Jakarta: Salemba Empat.
Walangitan, A., Pangemanan, S. S., & Rumokoy, F. S. (2015). Analisyng The Impact Of Brand Equity on Consumer Purchase intention Of Etude House Cosmetic Product in Manado. Jurnal EMBA, 33(7592), 758–766.
We are social Singapore. (2017). Digital in 2017: Southeast Asia. Retrieved December 19, 2017, from https://www.slideshare.net/wearesocialsg/digital-in-2017-southeast-asia
Y.Rahmi,L. Sekarasih, B Sjabadhyni. (2016). The Influence of Beauty Vlog on Perceived Source Credibility and Purchase Intention, Makara Hubs-Asia,
20(2): 13-23. https://doi: 10.7454/mssh.v21i1.3496.
Achmad, S. H., & Hidayat, R. (2018). The Effect of Video Advertisement by Beauty Vlogger on Buying Intention, 1–6.
Aditya Hadi Pratama. (2017). Perkembangan Pengguna Internet di Indonesia Tahun 2016 Terbesar di Dunia. Retrieved November 17, 2017, from https://id.techinasia.com/pertumbuhan-pengguna-internet-di-indonesia-tahun-2016
Baron, R. M., & Kenny, D. a. (1986). The Moderator-Mediator Variable Distinction in Social The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182. https://doi.org/10.1037/0022-3514.51.6.1173
Barri, H. G., Saerang, D. P. ., & Tumiwa, J. R. (2017). the Impact of Viral Marketing Using Social Media Platforms on Brand awareness (Case Study: Laneige Cosmetic), 5(3), 3945–3954
Busche, L. (2017). Powering Content: Building a Nonstop Content Marketing Machine (First edit). United Of America: O’Reilly Media, Inc.
Cci-Indonesia. (2016). Perkembangan Pasar Industri Kosmetik Di Indonesia, 2010 – 2015. Retrieved November 18, 2017, from http://cci-indonesia.com/perkembangan-pasar-industri-kosmetik-di-indonesia-2010-2015
Chidley, A., & Kane, C. (2017). The Influence of YouTube: Selling Luxury Cosmetics in the Digital Age. Communication.
Chitty B.,Luck E.,Barker N., Sassenberg A,M., Shimp T.A., & Andrews J.C. (2017). Integrated Marketing Communications. (Edisi 5). Australia: Cengage Learning.
Fulya, H. (2016). Factors affecting purchase intention in youtube videos *. Knowledge Economy & Knowledge Management, XI, 33–47.
Have, C. . Ten. (2017). Beauty vloggers and their influence on consumer-buying
intentions The case of the Netherlands. Journal of Business Research Erasmus
University Rotterdam, 24(3), 332–352
Jamil K. et.al.,(2017) Exploring Brand awareness, Customer Loyalty and Perceived Quality: how they ensure Profitability and generate Purchase intention: A study on cosmetic industry of Pakistan. Journal of Social and Development Sciences. 8(3), 40-45 from :https://www.researchgate.net/publication/322446350
Kim, D. (2017). Vlog as a Branding Tool How to Build a Brand with a Video Blog in Social Media, (October). Retrieved from https://www.theseus.fi/bitstream/handle/10024/135609/Kim_Daeun.pdf?sequence=1
Kim, K. D., & Minjung K. (2016). Influence of Brand awareness and Brand Attitude on Purchase. Journal of Marketing Thought . 3 (1), 16 - 26. from 10.15577/jmt.2016.03.01.3
Lee, J. (2017). Setting up your Hair,Nails or Beauty Business (illustrate). Lulu.com. Retrieved from https://books.google.co.id/books?isbn=1326906666
Lee, J. E., & Watkins, B. (2016). YouTube vloggers’ influence on consumer luxury brand perceptions and intentions. Journal of Business Research.from https://doi.org/10.1016/j.jbusres.2016.04.171
Ozuem, W. (2017). Digital Marketing Strategies for Fashion and Luxury Brands. (Y. Azemi,
Ed.) (1 Edition). United States of America: IGI Global.
San, L. I. M. Y., Sim, T. E. O. Y., Ling, T. A. N. C. N., & Hock, N. G. T. (2012). Cosmetic
Product : A Study of Malaysian Women Shoppers in Cyberspace, 20(11), 1529–1533. https://doi.org/10.5829/idosi.wasj.2012.20.11.1623.
Schiffman, L. G., & Kanuk, L. L. (2000). Consumer Behavior (Fifth edit). New Jersey: Prentice-Hall Inc.
Shimp, A. T. (2014). Komunikasi Pemasaran Terpadu (8th ed.). Jakarta: Salemba Empat.
Walangitan, A., Pangemanan, S. S., & Rumokoy, F. S. (2015). Analisyng The Impact Of Brand Equity on Consumer Purchase intention Of Etude House Cosmetic Product in Manado. Jurnal EMBA, 33(7592), 758–766.
We are social Singapore. (2017). Digital in 2017: Southeast Asia. Retrieved December 19, 2017, from https://www.slideshare.net/wearesocialsg/digital-in-2017-southeast-asia
Y.Rahmi,L. Sekarasih, B Sjabadhyni. (2016). The Influence of Beauty Vlog on Perceived Source Credibility and Purchase Intention, Makara Hubs-Asia,
20(2): 13-23. https://doi: 10.7454/mssh.v21i1.3496.