Beauty Vloggers and Their Influence on Consumer Buying

Intentions of Cosmetic Products

Study Case in Manado

By

LINGKAN NATANIA PALILINGAN (16061103105)

INTERNATIONAL BUSINESS ADMINISTRATION

FACULTY OF ECONOMIC AND BUSINESS
UNIVERSITY OF SAM RATULANGI
2019
CHAPTER I
 INTRODUCTION

This chapter describes about the research background, research problem,

research objectives, research usefulness and research limitation. The research

background explains what are the research problem and reason why the problem is

necessary and important to be the topic of the research. Research problem is in the

form of research question, which is based on theoretical through research data.

Research objectives are things that would be achieved through the research process.

Research usefulness explains about theoretical benefits and practical benefits.

1.1 Research Background

The media has an important role in spreading all information. Over time, the

media developed into many types. One of the very fast growing media is online

media. In online media, there are many types of media used in disseminating

information, such as Facebook, Twitter, Youtube, Instagram, and others. The

dissemination of information through online media is also diverse. One of them is a

video blog. Vlogs can usually be found on YouTube.

Youtube is one of the service providers in managing video advertisements.

Through Youtube, everyone can have their own account. The development of the

number of Youtube users around the world is increasing because at this time Youtube

is not only used to upload videos but can also be used as an advertising medium by

using vlog content. In Indonesia, the use of YouTube is very high, as evidenced by

the percentage data conducted by the Indonesia Economic Forum.

 Vlog appeared in 2000 and the first to start vlog activities was Adam Kontras.

The development of vlogs in various countries is very popular and not many vloggers

were active before 2012. Vlog is a video that has a specific theme that is packaged in

the concept of journalistic documentation and published on a website and usually the

vlog video contains about interests, opinions and thoughts, almost similar with

television shows. Vlog videos related to beauty products are called beauty vlogs,

while people who use vlogs to convey or introduce beauty products are called beauty

vloggers. Beauty vlogger is a person who creates beauty guides and is related to

fashion, packaged in the form of videos with the aim to share information and

experiences. The development of YouTube users in this global era is dominated by

young people. According to data from the Business Community site that shows that

the youtube audience is dominated by young people with a percentage of 90% of

users who are 18 years old while other users from the age of 35 are 50%.

The amount of beauty content available on the Internet is increasing steadily,

and especially on the video platform YouTube. In April 2015 YouTube had 1.8

million beauty videos online that together generated 45.3 billion views (Pixability,

2015). With the rise of the Internet the traditional path between companies, their

brands and consumers has been disrupted. Especially social media has changed the

way consumers are faced and interact with brands (Fiorella & Brown, 2013). These

media are distinguished from other social networks by the phenomenon of social

influence (Li, Cui, & Ma, 2015). This is apparent in the beauty industry where beauty

bloggers and vloggers have established their influence over the years, and has been
recognized by the business world (Coursaris & Van Osch, 2016). Of all the marketing

buzz that is created within the beauty world on YouTube, 97% is created by

individual vloggers and other content creators, as opposed to major brands (Marshall,

2014). These social influencers are not only important to business and profit related

goals, but the way that these influencers interact with consumers, which is defined as

the interpersonal influence, and the extent of their influence is of societal importance

as well.

Interpersonal influence is concerned with the change in belief, attitude or

behavior in the target of the influence. The person exercising action to create this

change in the target of the influence is called the influencing agent, and is the social

influencer (Raven, 2008). The term interpersonal influence is well known within not

only the field of sociology and consumer behavior but also psychology (Buchegger &

Hui, 2009). Since it has recently become possible to gather, store and retrieve the data

from social media networks such as YouTube, firms and governments are

increasingly interested in what these networks can contribute to their media- and

marketing strategies. The availability of this data on social influencers has raised

questions concerning the implication of the interaction and interpersonal influence

between these social influencers and consumers (Galeotti & Goyal, 2009).

However, not all content creators are also capable of influencing people with

their online videos. Multiple studies focus on how brands can identify the right social

influencers for their marketing strategies and how to leverage their power (Cakim,

2009; Freberg, Graham, McGaughey & Freberg, 2010). When studies are looking to
identify the type of actor that is exercising more influence than others, and can

therefore be distinguished as a social influencer, the study is referred to as ‘influence

persona discovery’ (Cai, et al., 2011). The notion of persona as researched in

sociological studies acknowledges this difference. ‘Persona’ is the way through which

people express and present themselves, and therefore not grounded in biological

features but rather in one’s character traits (Marshall & Barbour, 2015).

This study was inspired by the notion of social influence varying across

different personas and aims to develop a better understanding of the influence of

persona on consumer-buying intent. Current literature is missing knowledge on which

particular aspects of a social influencer persona influence the buying intentions of the

consumers. Lee and Watkins (2016) have studied how vlogs influence consumer’s

perceptions on luxury brands in the United States, whereby they focused on brand

perceptions of consumers after watching a vlog. The results of their study showed

that consumers who feel similar to a vlogger will have the same positive associations

with the brands they discuss. They found that a relationship has to be established

between a vlogger and a consumer for luxury brand perceptions to be positive.

Lee and Watkins (2016) incorporate the notion of persona in their study as

they examine several character traits of vloggers. However, their focus is mainly on

relationship establishment between the vlogger and the consumer. They therefore fail

to incorporate the difference between personas. Additionally, by focusing on brand

perceptions they do not include the buying intentions of consumers in their study.
 Building on the research by Lee and Watkins (2016) my study will examine

beauty vlogger personas, the effect of these different personas and its different

dimensions on the intentions of consumers to buy the products discussed by the

vloggers. That is why I propose the following research question: to what extent are

the buying intentions of consumers influenced by the perceived persona of beauty

vloggers? This question will be answered in this study and will aim at finding out to

what extent female consumers are influenced by social influencers in the context of

YouTube make-up videos.

Over the years the concept of social influence has risen in importance. This is

mainly due to the fact that social influence can predict and determine our behaviors,

which are both consciously and unconsciously embedded in every activity we

perform (Simonson, 2005). Even though we know that social influence exists by for

example when we look at for product reviews on online web shops and let it influence

our purchase decision, the exact workings of social influence are less clearly visible.

With the rise of social media channels such as YouTube researches have been given

access to large chunks of data that allow for the analysis of social problems. This

research will socially contribute to this line of research and will help understand not

only the benefits of social influence as companies use social influencers in their

marketing strategies, but also help us understand why we behave a certain way and

how social influence works in the context of YouTube and social influencers (Huszár,

2012). The social relevance can thus be found in the contribution that this study will

bring to the current literature on online interpersonal influence, a concept that has
emerged with the rise of the Internet, the changing environment of social networks in

which businesses, brands and their consumers participate as well as the buying

intentions of consumers within this new environment of online interpersonal

influence (Cheung & Thadani, 2012).

Consequently, findings from this study will add to the debate on how new

media and the Internet guide and change behavior based on interpersonal influence,

defining its scientific relevance. The findings can also be of help in assisting both

media organist ions and the government to determine the impact of the new media.

My study is therefore socially relevant in that it explores the phenomena of social

influence in the changing environment of the Internet and the new form of

interpersonal influence that has emerged on social media networks such as YouTube,

linking it to the notion of persona and how this influences the effects of interpersonal

influences by social influencers on social media networks.

1.2 Research Problem

Based on research background presented above, the problem formulations in

this research are

““Is Beauty Vlogger influence on consumer buying intentions of cosmetic

product?”

1.3 Research Objective

Regarding the problem which have been formulated and identified that are

mentioned in previous section, the research objective is:

 “To develop a better understanding of the influence of persona on consumer-

buying intent”

1.4 Research Usefulness

From this research, there are two usefulness which are divided into two types,

practical benefit and theoretical benefit;

1.4.1 Practical Benefit

This research is expected to provide information about the effectiveness of

beauty vlog content in increasing consumer buying interest.

1.4.2 Theoretical Benefit

This research is expected to provide information about the development of

online media, one of which is beauty vlogs in the commercial field.

CHAPTER II

THEORETICAL FRAMEWORK

This chapter contains theoretical reviews and scientific thoughts from

textbooks, journals, and articles that are used to support the solving of the research

problem. Theoretical review should be written as a foundation and as a guide to

complete this research.

2.1 Marketing
 According to Kotler (2009), marketing is a nodal and managerial process by

which individuals and groups obtain what they need and want through creating and

exchanging products and value with others. Marketing means managing markets to

bring about exchanges for the purpose of satisfying human needs and wants. Thus,

return to definition of marketing as a process by which individuals and groups obtain

what they need and want by creating and exchanging products and value with others.

Exchange processes involve work. Sellers must search for buyers, identify their

needs, design good products and services, promote them, and store and deliver them.

Another opinion says that the market is a whole system of activities that are

shown to plan, determine prices, promote and distribute goods and services that can

satisfy the needs of both existing and potential buyers (Stanton, 2002; 4 & 5). Based

on these definitions, it can be concluded that business activities must be oriented to

the market or consumers. Consumer desires must also be satisfied effectively. For

marketing to succeed, the company must maximize sales that generate profits in the

long run.

2.2 Interpersonal influence online

Word-of-mouth (WOM) is concerned with the informal communication of

information on products and brands from consumers to other consumers (Hennig-

Thurau & Walsh, 2004). Electronic word-of-mouth (eWOM) is exactly this, however

communication is performed online. Even though eWOM can take place in many

forms and shapes such as on blogs, forums and in news groups, it is often distributed
via social media. The effect eWOM has on consumer-buying behavior is recognized

by scholars and marketers in different sectors (Vermeulen & Seegers, 2008; Chu &

Kim, 2011; Fan & Miao, 2012). The amount of interpersonal influence that can be

achieved through eWOM makes it an interesting field of study. EWOM is often

exercised through the use of user-generated content (UGC), which refers to content

that is created by consumers, rather than by corporations, and allows anyone with

access to the Internet to create and upload his or her own content (Molyneaux,

O’Donnell, Gibson, & Singer, 2008). A form of UGC is for example online vlogs.

Vlogs are video blogs created and uploaded to social media channels. It is a form of

online publication by consumers and therefore user-generated communications.

Interpersonal influence refers to a network of influence between multiple

people in which one person exercises influence over another (Friedkin & Johnsen,

2011). New forms of communications such as eWOM and UGC have led to the

emergence of online interpersonal influence, whereby the concept of social

influencers comes in (Walther, et al., 2011). Social influencers are people that act as a

third party and influence consumer attitudes through the use of social media,

facilitated by the features of UGC (Freberg, Graham, McGaughey, & Freberg, 2010).

It is the notion of interpersonal influence through which social influencers attempt to

influence consumers (Friedkin & Johnsen, 2011).

2.3 The market mavens of social media

 Social influencers are consumers that offer added value over other consumers,

to for example brands, due to their influence in interpersonal communications. They

can be categorized into three groups: the innovator, the opinion leader and the market

maven. Market mavens are most attractive to brands because they are the most likely

to spread WOM communications (Clark & Goldsmith, 2005). First, when comparing

this categorization to the concept of social influencers it can be said that a social

influencer is relatively similar to what Clark and Goldsmith (2005) call a ‘market

maven’. However, a social influencer can also be an opinion leader. Clark and

Goldsmith (2005) acknowledge this as well and argue that market mavens are

actually generalized opinion leaders. The main difference between market mavens

and social influencers can then be found in the fact that social influencers operate on

social media, while this is not necessarily true for market mavens. Social influencers

are then defined as the market mavens of social media. In this study I will focus on a

particular group of social influencers: the beauty vloggers.

2. 4 Professionalization of social influencing

Social influencers have become recognized as a separate social group both

by online channels such as YouTube, but also by companies in search of the best

marketing strategies for their brands. Social influencers across all market segments

are increasingly signing contracts with media agencies that help them organize their

personal brands and assist them in establishing promotional contracts and advertising

campaigns with brands; the social influencer thereby becomes an entrepreneur (Duffy

& Hund, 2015). Being a social influencer can therefore be seen as a profession rather
than as an ordinary consumer who creates and publishes content. This development is

referred to as the professionalization of social influencing (Fiorella & Brown, 2013).

Secondly, marketers actively approach social influencers on YouTube as

brand ambassadors for their own videos (Lee & Watkins, 2016). For example: a

make-up brand just released a new type of mascara. The brand then searches for a

social influencer with a similar target group as the brand, and approaches this person.

These partnerships can be based on using the mascara in a video by for example

including it in a tutorial on a make-up look, or the product can be tested by the beauty

vlogger in a product-dedicated video. The first example refers to what we know as

product placement in movies. The aim of product placement is for consumers to

unconsciously acknowledge the presence of a brand and therefore remember it (Gupta

& Lord, 1998). This is usually achieved by a product or brand being used by

characters in the movie, without explicitly mentioning it.

In short, the more views a social influencer gets, the higher the revenue one

receives from the ads shown before and during the videos. But also, the more views a

social influencer gets, the more interest this person attracts from brands to partner up

for collaborative campaigns.

2.5 Consumer-buying intent

2.5.1 Defining buying intent

The aim of this study is to explore to what extent buying intentions of

consumers are influenced by the perceived persona of beauty vloggers. However to

determine whether buying intentions are influenced by the persona of social

influencers, it is important to understand what influences buying intent, and how the

concept has been used in previous studies. The Internet has caused a severe increase

in information for consumers to browse through and interpret. This does not only

make it difficult for consumers to decide which information path to follow, but also

provides a challenge for researchers to determine how consumers make their buying

decisions and which pieces of information they deem relevant and therefore use in

their decision-making process (Khaniwale, 2015).

Baker and Churchill Jr. (1997) conducted research on the perception and

reaction of a consumer about another person, in relation to physical attractiveness.

The authors argue that buying involves three different decisions: (1) to try a product,

(2) to buy a product when you come across it in a store, and (3) to actively seek out to

buy a product in a store. They posed these three questions to their respondents by

asking them to rate their intent on a five-point likert scale. The results of their study

show the effectiveness of these three measurement levels including the reliability of

the scale, and therefore their argumentation is important to consider in assessing

buying intentions in this study.

2.5.2 Consumer characteristics

Khaniwale (2015) identifies four factors that influence buying behavior: (1)

cultural factors, (2) social factors, (3) personal factors and (4) psychological factors.

The first two factors are external, meaning that they are factors within the
environment in which a consumer exists that cannot be controlled by the consumer

itself, but that do impact buying behavior. The last two factors are internal and are

concerned with features of a consumer that impact his or her buying behavior, such as

motivation or perception, and that are unique to every individual.

The cultural factor is made up of two different indicators: social class and

culture. These factors are concerned with the consumer’s way of life, and will not be

considered for this study. The social factor is mainly concerned with the influence of

reference groups on buying behavior; the perceived relationship with others and the

influence of social norms and values. Langner, Hennigs and Wiedmann (2013) agree

with Khaniwale (2015) on the impact of social factors on buying behavior, and in

particular stress reference groups and an important notion. They argue that when

consumers experience a relatively high level of in-group salience, and therefore

define themselves as members of a particular social group, they will adapt to the

behavior of this social group.

This self-identification with a social group provides the basis for how people

make buying decisions, and how they look at their social group when establishing

buying intensions. Some individuals within this social group are able to intensify the

in-group salience, the social influencers. They can do this directly by recommending

a certain product, or just use a certain brand or product so that other group members

acknowledge its usage (Langner, Hennigs, & Wiedmann, 2013). Important to note

here is that the social group that is being referred to is not an established group in

which participants are familiar with each other such as one would be in the case of a
classroom. It however refers to a sense of community people feel due to their shared

interests in a topic, in this case beauty videos (Higgens, 2000). In this study the larger

social group is the YouTube community in which social influencers post vlogs, and

audiences consume the content. The smaller social group can be defined as the beauty

vlogs on YouTube, which people can identify with and adapt to the behavior of the

social influencers in this group.

The personal factor that Khaniwale (2015) discusses as impacting buying

behavior is concerned with the demographics of the consumer. Income, age and

occupation she argues are important determinants in the consumer-buying process.

Additionally, Coursaris and Van Osch (2016) emphasize the importance of the

characteristics of the viewer as well, but also include the notion of prior knowledge.

This is especially important in this study because the consumers will be faced with

stimuli that are originally posted on YouTube. It then needs to be determined to what

extent the respondent is familiar with YouTube in general, as well as with beauty

videos.

The psychological factor includes the perception, motivation, beliefs and

attitudes of a consumer. The perception of a product, as Khaniwale (2015) argues,

can differ from person to person, and is therefore important to consider in

establishing buying behavior. The motivation of a consumer to buy something is part

of the psychological factor as well, however will not be considered further in this

study since the aim is to determine the extent of the influence by beauty vloggers,

whereby additional reasons for making a purchase are left out of scope. Finally,
beliefs and attitudes are about someone’s positive or negative evaluations of

something, which in the case of this study refers to the attitude of the consumer

towards the beauty vlogger that will be showed. It argues that attitudes towards a

person can have an impact on buying behavior. It is therefore important to establish

whether the respondent is familiar with the beauty vlogger shown to them, as well as

the product that is discussed.

2.6 The impact of the social influencer persona

The word persona has been derived from the Latin language in which it

directly refers to a mask. In ancient Greek times actors convinced the audience of a

particular identity of a played character by using a mask. It also allowed one person

to play multiple characters in the same play (Marshall and Barbour, 2015). This

historical meaning can directly be translated into what the notion persona means

today in online communication environments such as YouTube: the strategic

presentation and communication of the self. Harré (1985) discusses the notion of

strategic rhetoric as a form of performance wherein choices of how someone presents

him or herself are made based on the way of talking, writing, expressed behavior and

appearance.

This form of performance is strategically chosen by a beauty vlogger in

constructing a persona. It is possible for a vlogger to strategically create a persona

because the interpersonal communication on YouTube is asynchronous, meaning not

live communication as in face-to-face interaction, allowing someone to selectively

present him or herself. Also, vlogs are unidirectional, meaning that the audience

cannot directly interact with the vlogger (Frobenius, 2004). A persona is then

deliberately constructed by a vlogger, rather than an expression of whom someone

really is. As mentioned in the introduction, a persona is therefore not grounded in

biological features, because these cannot be adapted, but rather in the character traits

that are conveyed and expressed in in this case, beauty vlogs (Marshall and Barbour,

2015). The persona of a beauty vlogger is thus a construct of different character traits

whereby he or she presents itself in vlogs on YouTube.

2.6.1 Source Credibility

Additionally to the factors Khaniwale (2015) argues to impact buying

behavior, studies on the influence of eWOM, such as on beauty vloggers on

YouTube, have acknowledged another factor that influences buying intentions by

consumers based on the source of the influence: source credibility (Martawilaga &

Purwanegara, 2016; Ananda & Wandebori, 2016). The credibility of the source refers

to the perceived ability and motivation of the beauty vlogger to produce information

that is both truthful and accurate. Martawilaga and Purwanegara (2016) argue that

the more credible a beauty vlogger is perceived to be by consumers, the stronger the

impact on consumer-buying behavior is.

2.7 Previous Research

There are several journals that become role models in the preparation as well

as a reference in this research. Those research are describe below:

2.7.1 Research by Suryana H Achmad and Rahmat Hidayat (2017)

This type of research is descriptive quantitative where to know the value of an

independent variable, and analysis technique used in measuring how great influence

of advertisement by beauty vlogger to consumer buying interest through simple linear

regression equation. Youtube can influence and even build consumer perceptions

actively so that more consumers believe in companies that advertise on Youtube than

on other media. In the delivery of advertising must match what cosmetic products

contained. An exciting message will be more effective in making consumers buying

interest. Cosmetic advertising videos submitted by beauty vloggers is very influential

on consumer buying interest and will also affect the profit earnings of companies that

advertise the product.

So between video ads created by beauty vlogger there is a strong enough and

confident relationship, so the better Video Ads by Beauty Vlogger made and

distributed the higher the tendency of consumers interested in buying a brand of

cosmetics.

2.7.2 Research by Ivana Kawatak (2019)

This research attempts to learn the influence of beauty vlogger towards

consumer buying interest. There are 100 respondents in this research chosen by

purposive sampling technique. The data was analyzed using simple linear regression.

The result of this research shows that beauty vlogger influenced the consumer buying

interest. The result of this research also shows that the consumers buying interest in

beauty products were in the high category.

2.7.3 Research by Rumondang Eliza Maria Sinaga and Andriani Kusumawati

(2018)

This research aimed to (1) identify and explain the influence of YouTube

Beauty Vlogger on Consumer Purchase Intention (2) to know and explain the

influence of YouTube Beauty Vlogger on Purchase Decision of Product (3) to know

and explain the influence of Consumer Purchase Intention on Purchase Decision of

Product . The type of research used is explanatory with quantitative approach. These

research variables include YouTube Beauty Vlogger, Consumer Purcahse Intention

and Purchase Decision of Product. The data in this study was processed using SPSS

22 for Windows. The result of path analysis showed that (1) YouTube Beauty

Vlogger has significant influence on Consumer Purchase Intention, (2) YouTube

Beauty Vlogger has significant influence on Purchase Decision of Product, (3)

Consumer Purchase Intention has significant influence on Purchase Decision of

Product.

2.7.4 Research by THU MINH VO (2018)

This research aimed at examining the perceived factors that affect purchase

intention of consumers who watch beauty product related content on YouTube. Based

on the objective of the study, a female consumer is chosen as a main target audience.

The hypothesis was adapted from the study of Yüksel Hale (2016), which is focus on

the perceived of credibility and usefulness of video blogs as well as the video

characteristic. The thesis was divided into theoretical and empirical research.
 The data collected was systemized and analyzed to draw up the conclusion.

The results suggested that the consumers’ perception towards video appearance,

credibility, and the usefulness of the source motivate the respondents to use beauty

created contents on YouTube as an information searching tool and it positively affect

the purchase intention. However, the study indicated that despite the impacts of

YouTube beauty created contents and beauty influencers, there are still various

factors affecting the consumers’ buying intention rather than the given information.

Moreover, the results presented the rise of other social media channels, which also

have impact on the beauty consumers today.

2.7.5 Research by Kyungji Lee (2018)

This study examines eWOM in the context of beauty-related videos on

YouTube. The Information Adoption Model is used to test whether those videos

influence cosmetics purchase intention of consumers. The information quality and

source credibility were the important determinants of perceived information

usefulness which significantly and positively influenced information adoption and

purchase intention. Moreover, this study also supported the extended vision about the

relationship between information quality and source credibility in the context of the

elaboration likelihood model (ELM). Based on the results, theoretical and practical

implications are highlighted.

 Table 1.0
Previous Research

N TITLE AUTHOR/YEAR METHOD RESULT

O
1 The Effect of Video Suryana H Quantitative This type of research is descriptive quantitative where to
Advertisement by Beauty Achmad and know the value of an independent variable, and analysis
Vlogger on Buying Intention Rahmat Hidayat technique used in measuring how great influence of
2017 advertisement by beauty vlogger to consumer buying
interest through simple linear regression equation. Youtube
can influence and even build consumer perceptions actively
so that more consumers believe in companies that advertise
on Youtube than on other media. In the delivery of
advertising must match what cosmetic products contained.
An exciting message will be more effective in making
consumers buying interest. Cosmetic advertising videos
submitted by beauty vloggers is very influential on
consumer buying interest and will also affect the profit
earnings of companies that advertise the product.
2 Pengaruh Beauty Vlogger Ivana Theresia Quantitative- This research attempts to learn the influence of beauty
dalam meningkatkan minat Kawatak Questionnair vlogger towards consumer buying interest. There are 100
beli produk kecantikan 2019 e respondents in this research chosen by purposive sampling
technique. The data was analyzed using simple linear
regression. This research used path analysis using SPSS
Statistics 16 as the data analysis technique. The result of this
research shows that beauty vlogger influenced the consumer
buying interest. The result of this research also shows that
 the consumers buying interest in beauty product was in the
high category.
3 Pengaruh Youtube Beauty Rumondang Eliza Quantitative- The type of research used is explanatory with quantitative
Vlogger Terhadap Minat Beli Maria Sinaga and Questionnair approach. These research variables include YouTube Beauty
Konsumen dan Damaknya Andriani e Vlogger, Consumer Purchase Intention and Purchase
Terhadap Keputusan Kusumawati 2018 Decision of Product. The populations in this research were
Pembelian Produk Maybelline Cosmetic Users who had watched one of
YouTube Beauty Vlogger Abel Cantika, Sarah Ayu or
Tasya Farasya used Maybelline products. The sampling
technique for this research was using purposive sampling
and the data collection method by distributing questionnaire
to 116 respondents. Data analysis used is descriptive
statistical analysis and path analysis. The data in this study
was processed using SPSS 22 for Windows. The result of
path analysis showed that (1)YouTube Beauty Vlogger has
significant influence on Consumer Purchase Intention,(2)
YouTube Beauty Vlogger has significant influence on
Purchase Decision of Product, (3)Consumer Purchase
Intention has significant influence on Purchase Decision of
Product.
4 The Influence of Beauty Thu Minh Vo Quantitative The results suggested that the consumers’ perception
Vlogs on Consumer’s 2018 towards video appearance, credibility, and the usefulness of
Purchase Intention the source motivate the respondents to use beauty created
contents on YouTube as an information searching tool and it
positively affect the purchase intention. However, the study
indicated that despite the impacts of YouTube beauty
created contents and beauty influencers, there are still
various factors affecting the consumers’ buying intention
rather than the given information. Moreover, the results
 presented the rise of other social media channels, which also
have impact on the beauty consumers today.
5 The Influence of Beauty- Kyungji Lee Quantitative– This study examines eWOM in the context of beauty-related
Related YouTube content on 2018 Online videos on YouTube. The Information Adoption Model is
Consumers' Purchase Questionnair used to test whether those videos influence cosmetics
Intention e purchase intention of consumers. The results confirmed that
information quality and source credibility were the
important determinants of perceived information usefulness
which significantly and positively influenced information
adoption and purchase intention. Moreover, this study also
supported the extended vision about the relationship
between information quality and source credibility in the
context of the elaboration likelihood model (ELM). Based
on the results, theoretical and practical implications are
highlighted.
2. 8 Research Hypothesis

According to Erwan Agus Purwanto and Dyah Ratih Sulistyastuti (2007), the

hypothesis is a statement or accusation that while the research problem is still weak

(not necessarily true), it must be tested empirically. In the book Statistics for

Research by Sugiyono (2013), explained that the hypothesis is a temporary answer

from the formulation of the problem in a study. Based on the paradigm above, the

researcher formulated the hypothesis as follows:

Beauty Vlogger influence increasing the interest in buying beauty products.

2.9 Conceptual Framework

Conceptual frameworks explain about the relation between the variables in

this research.

Figure 2.1

Conceptual Framework

Beauty Vlogger as
Celebrity Endorse: Consumer Buying
Intentions
- Attractiveness
- Trustworthiness
- Expertise

Source: Conceptual Framework (2018)

 The figure above, show the relation between beauty vlogger as celebrity

endorse and consumer buying intentions.

CHAPTER III

RESEARCH METHOD

In this chapter, the methodology and procedure of the study to investigate

the research problem is going to be presented. This chapter begins with an

explanation of the source and data collection method, population and sample,

followed by the definition of variables with variables measurement that used in this

research, finally the method of analyzing data will be explained. This research used

Quantitative Method to analyze the data.

3.1 Type of Research

This research has several aspects of beauty vlogger with consumer buying

interest for the vlog viewers. To measure how effective the influence of beauty

vloggers on the buying interest of viewers, certainly data from research respondents is

needed. Therefore this study uses quantitative research methods using data collection

methods, namely surveys. The data collection was carried out using a questionnaire.

Respondents obtained were asked to provide short answers that had been written in

the questionnaire to further answers and all respondents were processed using certain

quantitative analysis techniques (Martono, 2010).

3.2 Time and Place of Research

This research was conducted in Manado. This research will be conducted

from September to December 2019.

3.3 Population and Sample

3.3.1 Population

Research population is also known as well-defined collection of individuals

or objects known to have similar characteristics. All individuals or objects within a

certain population usually have a common, binding characteristic or trait. Population

is the generalization region consisting of objects or subjects that have certain qualities

and characteristics defined by the researchers to be studied and then drawn

conclusions. Population is all good value calculation and measurement results, both

quantitative and qualitative, of certain characteristics about a group of objects that

complete and clear.

The populations in this study are people who watch the videos of Beauty

Vlogger.

3.3.2 Sample

Sample is part of the population represented and examined or a portion of

the total number of characteristics possessed by the population represented (Wiyono

2011). According to Gay and Diehl in Sanusi (2013), for research with experimental

methods, sample sizes taken at least 15 pergroup or individual subjects. The sample
in this study were viewers who had or frequently watched beauty vlogs from various

social media such as Instagaram or Youtube and also used beauty cosmetics.

The criteria to meet the requirements as a source of data needed in research:

a. Makeup Tutorial vlog video viewers from several beauty vloggers

b. Use beauty cosmetics

c. Watched beauty vlog

3.3.3 Sampling Techniques

In this research, the sampling that researcher used is non-probability

sampling which is a sampling technique that does not provide equal opportunity /

opportunity for each element or member of the population to be selected as a sample.

The type of non-probability sampling used in this study is purposive sampling.

Purposive Sampling is a method of sampling that limits the specific

characteristics of a person who provides the information obtained can be more

focused and accordance with what is desired by researchers. The criteria needed in

this study are 100 viewers from Youtube beauty vlogger who also use beauty

cosmetics, and have watched beauty vlogs from various social media such as

Instagram or Youtube who are considered the requirements and criteria written above

will be used as research respondents.

3.4 Data Collection Method

Data collection can be done in several ways such as experiments, surveys or

field observations. In the Survey Research Methods book by Morissan (2012), it is

explained that quantitative research has several data collection methods such as

surveys that include surveys by telephone, mail surveys, and internet surveys. In this

method, the questions asked are fixed (static), or already standardized.

In research, researchers will use survey data collection methods, and then

data collection using questionnaires. The questionnaire is a list of questions sent from

the researcher to the respondent both directly and indirectly. Questionnaire or

questionnaire in general can be in the form of questions or statements that can be

answered in accordance with questionnaire form. If the questionnaire is closed the

way to answer is to simply put a check mark or check list in the question column.

Meanwhile, if the questionnaire is open, how to answer it by writing the answers in

the column provided. The contents of the questions in the questionnaire are structured

or systematic questions. The definition of the questionnaire according to Bimo

Walgito (1987), namely the questionnaire is a list of questions in research that are

required to be answered by respondents or informants. The advantage of the

questionnaire method is that it can be shared jointly with all respondents. Can be

made anonymous so that respondents are not ashamed when answering questions and

questions can be standardized. As for the shortcomings of the questionnaire method,

sometimes there are questions that are missed by respondents when they are not

careful enough to read. In this study, researchers used a method of distributing

questionnaires through the internet, because most of the research respondents were

from the internet, which are Youtube.

3.5 Instrument Testing

The instrument testing are the tools that the researchers prepare for

measurement while conducting the research. Instrument testing was conducted to test

the accuracy of the questions / statements on the questionnaire and the consequences

of respondent’s answers. Instrument testing techniques in this study include validity

test and reliability testing.

3.5.1 Validity

Validity claims to what extent empirical measures adequately illustrate the

true meaning of the concepts being studied (Morissan, 2012). Validity test is used to

measure the validity or validity of a questionnaire. The benefit of the density test is to

find out whether the items presented from the questionnaire are really able to express

with certainty what will be examined. Determining the measurement variability

requires an evaluation of the relationship between the operational definition of the

variable and the conceptual definition. In this study, the type of validity that will be

used is validity construct.

 Validity construct is an attempt to link a measurement instrument with the

whole theoretical framework concerned (Morissan 2012). To test the validity,

researchers will use the SPSS (Statistic Package Social Science) application.

3.5.2 Reliability

Reliability is a tool to produces stable and consistent result. A questionnaire

is said to be reliable if a person's answer to a question is consistent or stable over

time.

The coefficient reliability that commonly used is alpha or cronbach alpha

which uses a variance analysis approach to assess the internal consistency of a

measure. Alfa Cronbach's formula is as follows (Sugiyono, 2013):

k ∑s

{
2

r xx = 1− x x
(k−1) 2
s
t

Where:

K = mean squared between subjects

∑ sx x =2 error mean squared

2
s = total variants
t
 Researchers use the SPSS (Statistic Package Social Science) application to

test reliability. For reliability testing, you should pay attention to the Reliability

Statistics table. Reliable data if Cronbach Alpha results are ≥ 0.60

3.6 Data Analysis Method

Analysis descriptive is an analysis conducted to assess the characteristics of

data. This analysis serves to describe the picture or painting systematically, factually

and accurately about the facts and the nature of the object under study through data

and samples or populations as they are.

3.6.1 Descriptive Respondents

Descriptive respondents contain about the calculations that are classified as

general questionnaires such as gender and profession. In this study, taking 100

respondents, the sample can be described as follows:

1. Descriptive respondents based on whether they watched Beauty Vlog from

Youtube or not.

2. Descriptive respondents based on interested buying and using beauty products

or not.

3.6.1 Descriptive Variable

Analysis of variables is used to get a picture of the variables seen from the

mean of each variable. The procedure used is as follows:

1. Calculate each mean value for each variable / object / item

 2. Make a category of mean values by categorizing scores that have been made.

By categorizing each variable, the step used is to use class intervals according

to the Sturges formula:

range
C 1=
K

Which:

C1 = the interval

Range = the difference between the upper limit and the lower limit

K = many classes

Then the interval class:

5−1
C 1= = 0,8
5

With intervals of 0.8 the life scale line can be used as follows:

1. If the variable score of 1.00 to 1.79 shows the characteristics of beauty

vlogger is very unattractive.

2. If the variable scores 1.80 to 2.59 show the characteristics of the beauty

vlogger are not interesting.

3. If the variable score of 2.60 to 3.39 shows the beauty vlogger characteristics

are quite interesting.

 4. If the variable score of 3.40 to 4.19 shows interesting beauty vlogger

characteristics.

5. If the variable score of 4.20 to 5.00 shows the characteristics of the beauty

vlogger is very interesting.

Meanwhile, with the same scale range of 0.80, the scores of buying interest are

grouped as follows:

1. If the variable score of 1.00 to 1.79 indicates a tendency to buy interest is very

low

2. If a variable score of 1.80 to 2.59 indicates a tendency for low buying interest.

3. If the variable score of 2.60 to 3.39 indicates a tendency to buy interest is

quite high.

4. If the variable score of 3,40 to 4,19 indicates a tendency to buy interest is

high.

5. If the variable score of 4,20 to 5,00 indicates a tendency to buy interest is

very high.

3.7 Simple Linear Regression Analysis

Simple Linear Regression Analysis performed with the procedure or steps as

follows:

3.7.1 The Classical Assumption Test

The Classical Assumption Test required in this study is the Normality Test.
3.7.1.1 Normality Test

Normality test has the aim to determine whether the residual value generated

from the regression is normally distributed or not because a good linear regression

model is having a normally distributed residual value. Visual testing is often less

valid because observer ratings are relatively different (Basuki and Prawoto, 2016), so

in this study normality testing with the help of SPSS uses the Kolmogorov-Smirnov

method. Normality testing is done by comparing significant values. In this case, to

find out whether a data is normally distributed is if the probability value is more than

0,05 (sign ≥ 0.05). Conversely, if the probability value is ≤ 0.05, then the data is

declared to have an abnormal distribution (Sudarmanto, 2005).

3.7.1.2 Linearity Test

Linearity test is performed to determine whether the independent variable

with the dependent variable forms a straight line or not. The test criteria are the

significance level of linearity greater than 0.05 (p>0.05), so there is a linear

relationship between the independent variables and the dependent variable (Sugiyono,

2009).

3.7.2 Make a Simple Linear Regression Equation

This study uses simple linear regression analysis because there is only one

independent variable and one dependent variable. Linear regression is a mathematical

relationship procedure to measure whether or not the influence of dimensions on the

independent variable on the dependent variable. The calculation can be done with

SPSS software tools. The simple linear regression equation is determined as follows:

Y = a + bX

Which:

Y = Dependent Variable (Buying Intention)

a = Constant

b = Coefficient regression, which shows the number of increase or

decrease in the dependent variable based on the independent variable. If b (+)

increases, and if b (-) decreases

X = Independent Variable (Beauty Vlogger)

If you have obtained a and b then the value is then entered into a simple

regression equation to determine the changes that occur in the Y variable based on the

known value of the X variable. Simple linear regression is useful for predicting the

average variable Y if X is known and predicting changes that occur in the variable Y

if the variable X changes.

3.7.3 Hypothesis testing

The Hypothesis Test is used to test whether the independent variable (X)

really has a partial effect on the dependent variable (Y). In this study, the right-hand

side test with confidence level of 005 is used.

3.7.2.1 Formulate Hypothesis

H 0 ; β=0, Beauty Vlogger is not afftecing buying intentions

H 0 ; β ≠ 0, Beauty Vlogger affecting buying intentions

3.7.2.2 Determine the Significant Level (α)

The Significant Level (α) in this study amounted to 5% or 0.05. With free

degrees (df) = n-k and n is the number of research samples, k is the number of

independent variables.

3.7.2.3 Determine the calculated T arithmatic and T table

T arithmatic Obtained from the SPSS output and T tablein the significant table

0.05.

3.7.2.4 Testing Criteria

T arithmatic ≤ T table = H 0 accepted that means Beauty Vlogger is not affecting

buying intentions.

T arithmatic ≥T table=H 0 not accepted that means Beauty Vlogger affecting

buying intentions.
3.7.2.5 Make a Conclusion

If H 0 is rejected and H a is accepted, then a beauty vlogger is truly

influential in increasing consumer buying intentions and selling beauty products. If

H 0 is accepted and H a is rejected, then a beauty vlogger has no effect in increasing

consumer buying and selling beauty products.

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