• Journal of Distribution Science
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• v.18 no.6
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• pp.37-46
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• 2020

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.

• Journal of the Korea Convergence Society
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• v.11 no.10
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• pp.197-205
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• 2020

The present study analyzed the effector that has an influence on continuance intention to use YouTube that is a prime platform to distribute visual contents. Whether the dispersion of information communication technology succeeds or not is determined by a more extent which user uses active and continued than adopts fast. From this point of view, we employed partial least square(PLS) path modeling to analyze structural causality among constructs in the post-adoption model(PAM). As a result, all paths given in PAM except for the path 'confirmation-satisfaction' were validated. Especially, confirmation mediated with satisfaction than perceived usefulness has a more effect on continuance intention. Finally, we described the limitation of the present study and the suggestion for future research.