The impact of blogger characteristics that affect customer's purchase intention to purchase cosmetics.

Abstract

The purpose of this study is to identify the factor of blogger characteristics affect consumer’s purchase intention to purchase cosmetics, in order to understand female’s purchase intention related with their behavior when searching information about cosmetics review on their social media channels. This study was collected from 100 female respondents who have followed blogger at least 1 blogger on their social media channel. The findings of this study show the factors that affect consumer’s purchase intention are Opinion Leadership, Blogger's posting content Behavior and Quality of publication. Moreover, three key factors that affect consumer’s purchase intention are Quality of image and VDO, blogger they have followed is highly unique and also create content on his/her own style.