The Influence of Beauty Vlog on Perceived Source Credibility and Purchase Intention

Yaumul Rahmi,Bertina Sjabadhyni,Laras Sekarasih

doi:10.7454/mssh.v21i1.3496

Abstract

This study examined the influence of beauty vlog on consumers’ purchase intention through consumers’ perceptions of source credibility and expertise, with consumers’ previous experience in using the product as a moderator. An experiments was conducted by exposing participants (n = 98) to a beauty vlog clip and a traditional advertising as a source of information on YouTube platform. Wardah lip cream products were used as a product in experiments. The results showed that the source of information had no effect on purchasing intention or consumer perception on the credibility and expertise of information sources. However, an interaction between information source and previous experience in using the product in influencing consumers’ purchase intention was found. Specifically, compared to traditional advertising, beauty vlog had a positive effect on the intention of purchase among individuals who had had used Wardah lip cream products.

Highlights

Indonesia’s cosmetics and make up industry has been enjoying a steady growth in the past few years
In 2016, for example, more than 70% of all cosmetic products distributed in Indonesian market were imported, which suggests that Indonesian cosmetic brands are less
Consumer perceptions of trustworthiness and expertise did not affect purchase intention (H2: b = .12, SE = .08, p = .14, H3: b = .04, SE = .08, p = .60). This suggests that beauty vlog did not influence consumers’ purchase intention, nor did it affect consumers’ perceptions of source credibility and expertise

Summary

Introduction

Indonesia’s cosmetics and make up industry has been enjoying a steady growth in the past few years. Data from the Indonesian Ministry of Trade and Industry showed that Indonesia’s market volume of the cosmetic industry was estimated at IDR 9.76 billion (approximately USD 727,409) in 2013, which was a 14percent increase from the 2012 market volume (www.kemenperin.go.id). In 2014, the Ministry has forecasted a market volume of IDR 11.22 billion (approximately USD 836,222), 15% higher than it is of 2013. Despite such increase, the market share of local cosmetic products is trailing behind its imported counterparts. In 2016, for example, more than 70% of all cosmetic products distributed in Indonesian market were imported (www.kemenperin.go.id), which suggests that Indonesian cosmetic brands are less. Indonesian local products still need be more competitive in the Indonesian cosmetic market

Methods

Results

Discussion

Conclusion