THE INFLUENCE OF BEAUTY BLOGGER RECOMMENDATIONS ON COSMETIC PURCHASE BEHAVIOR

This study intends to identify the influence of beauty blogger recommendations on cosmetic purchase behavior. The objectives of this study is to investigate the influencing factors on perceived benefits and perceived usefulness of beauty blogger recommendations and to analyze the influence of perceived benefits and perceived usefulness on cosmetic purchase behavior. In this study, both primary and secondary data are used. The primary data are conducted from 385 respondents by using the structured questionnaires which is designed with 5-point Likert. The secondary data is gathered from internet websites, research papers, journals and thesis. The result shows that information accuracy and comprehensive have significant influence on perceived benefits while information relevance and comprehensive have significant influence on perceived usefulness of beauty blogger recommendations. Both of source credibility factors have significant influence on both perceived benefits and perceived usefulness on beauty blogger recommendations. The findings also indicated that both of perceived benefits and perceived usefulness on beauty blogger recommendations have significant effect on cosmetic purchase behavior