Beauty Influencer: Homophily Relationship, Product Quality Beauty Product And Purchasing Decision

Abstract

Today, people are increasingly aware of the importance of beauty care and this has become a basic need of society, especially women. People's income is currently increasing, therefore they not only support secondary needs to support their appearance by buying clothes, shoes and bags, they also choose to buy skin care products so that their skin stays healthy and their physical appearance looks more beautiful. interesting. The population in this study were female users of Ms Glow products in Malang City, with a total sample of 100 respondents. The analytical tool used in this research is multiple linear regression analysis. The results showed that product quality and celebrity endorser had no effect on Ms Glow's product purchase decisions. Meanwhile, product reviews have a positive effect on purchasing decisions for Ms Glow's products. Consumers are more interested in seeing product reviews, because the product reviews here come from consumers who have used Ms Glow. Consumers are more confident when someone has used Ms Glow and it is safe on their face. Meanwhile, beauty products and beauty influencers are not important in choosing Ms Glow products.