Maharani, Agnes Amelia and Reese, Matthias (2016) Analysis Of Beauty Blogs’ Impact On Young Women’s Purchase Intention Of Cosmetics. Bachelor thesis, Swiss German University.

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Abstract

The development of online/ cyber marketing has been growing rapidly. People are now depending more on online rather than offline activities. Beauty blog is an online medium that is currently being raved among beauty enthusiasts. They use beauty blog as an online source of information, especially to find recommendation about cosmetic products. When the content of beauty blogs are effective, it is possible for beauty blogs to take a role as a marketing tool. The aim of this research is to find out whether beauty blogs have an impact to young women’s purchase intention of cosmetics. To measure the impact, consumers’ purchase intention model is applied, and added one variable that represents communication perspective in this research, which is perceived blog quality. A quantitative research method is held. One hundred and fifty seven respondents who areyoung women of 18-30 years old, based in Jabodetabek area, and frequently visit beauty blog, have participated. The results showed that Perceived Blog Quality Has a High Correlation with Purchase Intention. Perceived Blog Quality additionally contributes to Purchase Intention. Intrinsic, Consumers’ Attitude, and Perceived Blog Quality have a significant impact to young women’s purchase intention of cosmetics.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Impact; Beauty Blog; Young Women; Purchase Intention; Cosmetics
Subjects:	H Social Sciences > HF Commerce > HF5437 Purchasing. Selling. Sales personnel R Medicine > RA Public aspects of medicine > RA778 Beauty, Personal T Technology > TP Chemical technology > TP983 Cosmetics--Analysis
Divisions:	Faculty of Business Administration and Communication > Department of Communication and Public Relations
Depositing User:	Astuti Kusumaningrum
Date Deposited:	19 Oct 2020 14:57
Last Modified:	19 Oct 2020 14:57
URI:	http://repository.sgu.ac.id/id/eprint/923

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