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description Journal article public Journal of Business Management and Accounting

Online Consumer Review and Beauty Influencer on Cosmetics Purchase Intention of Indonesian Female Consumers

Arbi Siti, Rita Rita, Ryani Dhyan Parashakti, Imam Mahfud, Shultonnyck Adha
Diterbitkan 9 September 2019

Abstrak

In modern times women's lifestyles experience a lot of changes. Cosmetics are unique products because in addition to having the ability to meet women's basic needs for beauty, they also become a means for consumers to clarify their identity socially in the eyes of society. Nowadays cosmetics seem to be a primary need for some women. The results of this study provide information that online customer reviews do not have a significant and negative effect of -0.111, while beauty influencers have a significant and positive effect of 0.345. Online customer reviews and beauty influencers have a significant simultaneous effect on Maybeline's buying interest in Jakarta

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