The Effect of Consumptive Lifestyle, Beauty Vlogger as a Group of Brand Trust References as a Mediation Variable on the Decision of Purchase of Korean Cosmetics (Innisfree) in Surabaya

DOI

10.2991/aebmr.k.210510.010How to use a DOI?

Keywords

Consumptive Lifestyle, Beauty Vlogger, Brand Trust, Purchasing Decisions

Abstract

This study aims to examine the effect of consumptive lifestyle, beauty vlogger and brand trust on purchasing decisions on Innisfree Korea cosmetic products. This study uses primary data derived from questionnaire respondents using Innisfree products. The sample in this study amounted to 210 respondents. Using the non- probability sampling method used in analyzing data in this study using SmartPLS 3.0. Based on the results of the analysis and hypothesis testing can be obtained the results that consumptive lifestyle has a positive effect on purchasing decisions, but negatively affects brand trust. Beauty vlogger has a positive effect on purchasing decisions and negatively affects brand trust. Brand trust has a positive effect on purchasing decisions.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Reizano Amri Rasyid
AU  - Denis Fidita Karya
PY  - 2021
DA  - 2021/05/10
TI  - The Effect of Consumptive Lifestyle, Beauty Vlogger as a Group of Brand Trust References as a Mediation Variable on the Decision of Purchase of Korean Cosmetics (Innisfree) in Surabaya
BT  - Proceedings of the 2nd International Conference on Business and Management of Technology (ICONBMT 2020)
PB  - Atlantis Press
SP  - 50
EP  - 54
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210510.010
DO  - 10.2991/aebmr.k.210510.010
ID  - Rasyid2021
ER  -