Review Beauty Bloggers VS Personal Preference: The Decision to Buy Cosmetics

  • La Mani, Syahdimar Anggita Hendiputri, William

Abstract

There is a tendency found in Jakarta women in selecting cosmetics by comparing the information provided by the review of beauty bloggers vs personal preference. This research aims to determine the impact of infomation provided by the review of beauty bloggers compared to that generated from personal preference to buy cosmetics. The research method in this study uses quantitative survey method using cluster incidental random sampling technique with a sample consisted of 114 visitors taken from five magnificent Malls in Jakarta. A review of beauty bloggers and personal preferences has a positive and real effect on the decision to buy cosmetics, both partially and simultaneously. Therefore, increasing the number of sales of cosmetic products must consider the review of beauty bloggers and personal preferences of consumers. Applications of this study, can be used in business communications, e-commerce, advertising, and promotion to increase the number of product sales. Novelty/Originality of this study, shows that blogger reviews have a major contribution in creating purchasing decisions for cosmetics products from consumers.

Keywords-beauty blogger; personal preference; decision to buy cosmetics

Published
2021-03-11
Section
Articles