The Influence of Beauty Vloggers and Product Quality on Purchase Decision

Abstract

The development of make-up in the teenager circle is growing and there are more and more new products that are emerging, where every company has to do more creative marketing and attract new customers so that they can maintain consumer icons in this new image. Make-up is now not only done for personal needs but has become public consumption since the presence of a beauty vlogger. In this era of increasingly sophisticated technology, information about product quality can be obtained by watching content from beauty vloggers This study aims to determine the effect of Beauty Vlogger and Product Quality on the Decision to Purchase Marcks Powder. The method used in this research is the descriptive method and verification method. The results of this study indicate that Beauty Vloggers can be seen to be in a good category, Product Quality can be seen in a good category, and Purchase Decisions can be seen to be in a good category. The T-Test results show that Beauty Vlogger has an effect on Purchase Decisions, and Product Quality has an effect on Purchase Decisions. The F-test shows that Beauty Vlogger and Product Quality affect Purchase Decisions.

Brand Image Mediates Product Quality and Electronic Word of Mouth Towards Purchase Decision

“…Vice versa, the worse the product quality, the lower the purchase decision level of Taman Prakerti Bhuana consumers. The results in this study are different from the research conducted by Rawung (2015), but in line with the results of research conducted by Kanya & Adilla, (2022); Angreni et al, (2022). This finding implies that consumers tend to make higher purchase decisions when they know the product quality is getting better.…”

“…In research conducted by Widiastiti et al, (2020); Murdapa (2020) found that purchase decisions are positively and significantly influenced by product quality. Further research conducted by Kanya & Adilla, (2022); Angreni et al, (2022) found that product quality has a positive and significant influence on purchase decisions, in line with this in research, Rihayana et al, (2022) found results that product quality and brand image have a positive and significant effect on purchasing decisions. Based on the description that has been presented, the hypothesis proposed is as follows:…”

“…Product quality is an important concern for companies to create a product to be marketed and is the most important criterion for consumers in choosing the products offered by the company and are always able to maintain and improve product quality to meet consumer desires (Kanya & Adilla, 2022). Creating better product quality will cause the company to be able to compete with competitors in controlling market share because consumers will assume the quality of a product is good if their needs and desires for a product can be fulfilled.…”