The Effect of Video Advertisement by Beauty Vlogger on Buying Intention

Abstract

Advertising is a media that companies use to remind, persuade and inform. Youtube can influence and even build consumer perceptions actively so that more consumers believe in companies that advertise on Youtube than on other media. In the delivery of advertising must match what cosmetic products contained. An exciting message will be more effective in making consumers buying interest. Cosmetic advertising videos submitted by beauty vloggers is very influential on consumer buying interest and will also affect the profit earnings of companies that advertise the product. This research focused on the question: (1) What is advertising through the Youtube platform by video beauty vlogger ?; (2) What is buying interest ?; and (3) The impact of video ads on Youtube on consumer buying interest ?. The methodology we used to measure how much influence of advertising by beauty vlogger to consumer buying interest is quantitative. Questionnaires were distributed and distributed to 100 respondents. Video advertising by beauty vlogger has contributed to consumer buying interest of 57.76%. So Between video ads created by beauty vlogger there is a strong enough and confident relationship, so the better Video Ads by Beauty Vlogger made and distributed the higher the tendency of consumers interested in buying a brand of cosmetics.