THE EFFECT OF YOUTUBE BEAUTY VLOGGER CREDIBILITY AND PARA-SOCIAL INTERACTION TO CONSUMER BUYING INTENT FOR FOCALLURE MAKE-UP PRODUCT
Abstract. This study relies on the persuasion factors related to the beauty vlogger. This research analyze the relationship of, beauty vlogger credibility and para-social interaction – the characteristics that could lead to initiate consumer buying intent. Quantitative analyze was utilized to examine the degree of purchase intention thru scales that have been build before by academism.
Keywords: Para-social Interaction (PSI), Source Credibility, Beauty Vlogger, YouTube and Consumer Buying Intent
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