Abstract:
This study aimed to examine the effect of virtual community, customer experience, and brand ambassador on purchasing decisions for cosmetic products on YouTube. This study employed quantitative method with the survey technique. Data were collected using a questionnaire distributed to 400 respondents who are followers of the beauty product X YouTube account. The respondents were determined purposively. The data collected were analyzed using a multiple linear regression test. The results indicated that the virtual community, customer experience, and brand ambassador factors have a real, positive, and significant effect on purchasing decisions for cosmetic X products on the YouTube platform. These three variables may affect partially or simultaneously. Many factors influence consumer decisions to buy a product. In purchasing cosmetic products, virtual community factors, customer experience, and brand ambassadors have a reasonably large contribution. Therefore, the public or cosmetic companies must consider these variables to increase the number of buyers or customers. This study only covered cosmetic products and identified three independent variables. Further research should include more complex variables and various products.
Page(s):
2746-2755
DOI:
DOI not available
Published:
Journal: Journal of Theoretical and Applied Information Technology, Volume: 100, Issue: 9, Year: 2022
Keywords:
virtual community
,
Customer Experience
,
Brand Ambassador
,
Purchasing Decision