The Effect Beauty Vlogger And Lifestyle On Cosmetic Purchase Decision On E-Commerce Shopee (Survey Of University Of Perjuangan Tasikmalaya Female Students)

Authors

  • Ayu Sri Wandini University Perjuangan Tasikmalaya, Study Program Of Manajement, Faculty Of Economicst
  • Askolani Askolani University Perjuangan Tasikmalaya, Study Program Of Manajement, Faculty Of Economicst
  • Depy Muhamad Pauzy University Perjuangan Tasikmalaya, Study Program Of Manajement, Faculty Of Economicst

Keywords:

beauty vlogger, lifestyle, purchasing decisions

Abstract

This study aims to determine the effect of Beauty Vlogger and Lifestyle on Cosmetic Purchasing Decisions at E-Commerce Shopee. This study uses a survey method with a causality research design. The type of data used is primary data and secondary data, with a sample of 100 respondents from students of the University of Perjuangan Tasikmalaya and using a purposive sampling method. The data analysis tool used is path analysis. The results of the study show that Beauty Vlogger has a positive and significant effect on the lifestyle of female students at the University of Perjuangan, Tasikmalaya. Beauty Vlogger has a positive and significant effect on cosmetic buying decisions on Shopee e-commerce. Lifestyle has a positive and significant effect on cosmetic purchasing decisions on e-commerce Shopee. Beauty Vlogger has a positive and significant effect on cosmetic purchasing decisions on e-commerce Shopee through Lifestyle for Students at the University of Perjuangan, Tasikmalaya.

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Published

2023-09-08

How to Cite

Wandini, A. S., Askolani, A., & Pauzy, D. . M. . (2023). The Effect Beauty Vlogger And Lifestyle On Cosmetic Purchase Decision On E-Commerce Shopee (Survey Of University Of Perjuangan Tasikmalaya Female Students). Journal of Indonesian Management, 3(3), 503–516. Retrieved from https://penerbitadm.pubmedia.id/index.php/JIM/article/view/1418

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Articles