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.

Bahasa Abstract

Penelitian ini bertujuan untuk menguji pengaruh sumber informasi pada platform digital terhadap niat beli konsumen melalui persepsi konsumen akan kredibilitas dan keahlian sumber sebagai mediator, serta pengalaman menggunakan produk sebagai moderator. Eksperimen dilakukan dengan memberi partisipan (n=98) paparan terhadap klip beauty vlog dan iklan tradisional sebagai sumber informasi yang terdapat di platform YouTube. Produk lip cream Wardah digunakan sebagai produk dalam eksperimen. Hasil penelitian menunjukkan sumber informasi tidak memiliki pengaruh terhadap niat beli maupun persepsi konsumen terhadap kredibilitas dan keahlian sumber informasi, namun terdapat interaksi antara sumber informasi dan pengalaman individu sebelumnya dengan produk dalam mempengaruhi niat beli. Secara spesifik, dibandingkan iklan tradisional, beauty vlog memiliki pengaruh positif terhadap niat beli individu yang sudah pernah menggunakan produk lip cream Wardah sebelumnya.



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