The Glow Effect: How Beauty Vloggers, Product Quality, and Brand Image Drive MS Glow Purchases in Pekanbaru
Keywords:
Beauty Vlogger, Brand Image, Product Quality, Purchase DecisionAbstract
Research aims: This research attempts to explore the impact of beauty vloggers, product quality, and brand image on purchasing decisions for MS Glow skincare products among women in Pekanbaru.
Design/Methodology/Approach: The population in this study were women in Pekanbaru who had used MS Glow skincare products. The sampling method used is purposive sampling, where the sample is selected with certain considerations. Data analysis was carried out through multiple linear regression.
Research findings: The research results show that there is a significant positive influence of beauty vloggers and product quality on purchasing decisions for MS Glow skincare products among women in Pekanbaru, while brand image also has a positive but not significant influence. The coefficient of determination of 68.9% shows that beauty vloggers, product quality and brand image together have a strong influence on purchasing decisions, while the remaining 31.1% may be influenced by other factors that were not examined in the current research.
Theoretical Contribution/Originality: This nuanced understanding challenges the conventional wisdom that brand image is always a dominant factor and suggests that in certain markets or product categories, other factors like influencer endorsements and product quality may play a more pivotal role.
Practical/Policy/Social Implications: The research provides actionable insights that can enhance marketing strategies, inform policy-making, and positively influence society.
Research Limitations/Implications: The research focuses exclusively on women, leaving out the perspectives and purchasing behaviors of men who might also be consumers of skincare products. This gender-specific focus limits the understanding of the overall market
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