지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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Purpose: This research aims to explain the influence of social media influencer (SMI), electronic word of mouth (EWOM), and perceived quality (PQ) on purchase intention (PI) of beauty products on YouTube. Youtube as the number 1 social media in Indonesia, has an important role as a promotional strategy media for beauty products. Research design, data and methodology: This study used the online survey to 210 female respondents aged 17-30 years who became a subscriber of an Indonesian beauty influencer. Simple regression and multiple regressions were performed to analyze the independent variables towards the dependent variable. Results: The results show that social media influencer, electronic word of mouth, and perceived quality simultaneously have a significant influence on purchase intention. Nevertheless, only two variables individually have a significant influence on purchase intention, which is social media influencer and perceived quality. Conclusions: Perceived quality and social media influencer could be the best strategies to increase consumers when promoting through the influencer's Youtube channel by utilizing a subscriber. While e-WOM can be influential on other social media platforms rather than on the Youtube platform. Therefore, suggested that digital marketer must use multiple social media platforms to increase consumers' purchase intention.
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참고문헌 (33)
참고문헌 신청
Nor Hazlin Nor Asshidin / 2016 / Perceived Quality and Emotional Value that Influence Consumer's Purchase Intention towards American and Local Products / Procedia Economics and Finance 35(2016):639~643
Awad, N. F. / 2008 / Establishing trust in electronic commerce through online word of mouth : An examination across genders / Journal of Management Information Systems 24(4):101~121
Bou-Llusar, J. / 2001 / Measuring the relationship between firm perceived quality and customer satisfaction and its influence on purchase intentions / Journal of Total Quality Management 12(6):719~734
Jo Brown / 2007 / Word of mouth communication within online communities: Conceptualizing the online social network / Journal of Interactive Marketing 21(3):2~20
Cheng, L. P. / 2017 / Effects of Brand Image, Perceived Price, Perceived Quality, and Perceived Value on the Purchase Intention towards Sports and Tourism Products of the 2016Taichung International Travel Fair / The Journal of International Management Studies 12(2):97~107
Awad, N. F. / 2008 / Establishing trust in electronic commerce through online word of mouth : An examination across genders / Journal of Management Information Systems 24(4):101~121
Bou-Llusar, J. / 2001 / Measuring the relationship between firm perceived quality and customer satisfaction and its influence on purchase intentions / Journal of Total Quality Management 12(6):719~734
Jo Brown / 2007 / Word of mouth communication within online communities: Conceptualizing the online social network / Journal of Interactive Marketing 21(3):2~20
Cheng, L. P. / 2017 / Effects of Brand Image, Perceived Price, Perceived Quality, and Perceived Value on the Purchase Intention towards Sports and Tourism Products of the 2016Taichung International Travel Fair / The Journal of International Management Studies 12(2):97~107
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