The Influence of Beauty Vlogger Reviews, Product Quality and Brand Image on Interest in Buying Scarlett Whitening Products Case Study: Generation Z in Bandung City

The Influence of Beauty Vlogger Reviews, Product Quality and Brand Image on Interest in Buying Scarlett Whitening Products Case Study: Generation Z in Bandung City

Reysandi Alexandria Rifky, S.Kom, Dea Amanda Rizkianti

The Influence of Beauty Vlogger Reviews, Product Quality and Brand Image on Interest in Buying Scarlett Whitening Products Case Study: Generation Z in Bandung City

This research wants to find out if Beauty Vlogger Reviews, Product Quality, and Brand Image have any effect on people’s interest in buying Scarlett Whitening products. This study uses a quantitative approach, which means it focuses on analyzing numbers to see how the variables are connected. In this study, Beauty Vlogger Reviews, Product Quality, and Brand Image are the independent variables, and Buying Interest is the dependent variable. To gather the data, this research uses both descriptive and verificative methods. The sample size was calculated using the Lemeshow formula, which is usually used when the total population isn’t known. The study involved 100 respondents, chosen based on certain criteria that fit the goals of the research. Multiple linear regression, correlation, validity and reliability, classical assumption, determination coefficient, and hypothesis testing were among the methods used to examine the data, with all tests carried out at a significance level of 5%. According to the t-test and F-test findings, there is a significant relationship between the interest in purchasing Scarlett Whitening goods and Beauty Vlogger Reviews, Product Quality, and Brand Image. This means these three factors really help shape whether people want to buy or not. On top of that, the determination coefficient test showed that together, these three factors explain 85.6% of why people are interested in buying Scarlett Whitening products. The remaining 14.4% comes from other things not covered in this research, like personal taste, sensitivity to price, or outside influences like promos or recommendations from friends.

2025/06/15

https://insyma.org/proceedings/files/articles/Reysandi Alexandria .pdf

https://insyma.org/proceedings/items/show/429

Beauty Vlogger Review, Product Quality, Brand Image, Purchase Intention

978

982

3047-857X

Proceedings of the International Symposium on Management (INSYMA)

22

Fakultas Bisnis dan Ekonomika, Universitas Surabaya

Reysandi Alexandria Rifky

S.Kom

Dea Amanda Rizkianti

118

Reysandi Alexandria Rifky, S.Kom, Dea Amanda Rizkianti