The Influence of Local Cosmetics Video-Sharing Review on Female Daily Network Youtube Channel towards Viewers Purchase Intention

Abstract

The competition of cosmetics industry in Indonesia are getting fierce since there are so many brands that emerges from local to foreign cosmetics brand so the effort to lead the market must be made even harder. In order to survive this fierce competition, nowadays local cosmetic marketers try to market their product in many ways and online channel is one of the way company uses to deliver their marketing message. Female Daily Network YouTube channel is an account that provides various information and review about many cosmetic products that have launched in Indonesia and many local cosmetics product are have been reviewed there and the online credible review is believed can leads consumer purchase intention. This research aims to identify the factors that influence viewers purchase intention of local cosmetic products and analyze the decision process of viewers to buy local cosmetic products upon the value of communication perceived from watching Video-Sharing Review on Female Daily Network Youtube Channel. This study explores factors (number of views, likes, comment, and replies, perceived credibility, perceived video characteristics, perceived usefulness, attitude toward purchase, and purchase intention. The data was collected through semi structured interview and online questionnaire and analyzed by open coding and CB-SEM to assess the relationship between the factors. The result indicates that perceived video characteristics, perceived usefulness, and attitude toward purchase are influencing customers' purchase decision. The finding of this research is expected to improve Female Daily Network YouTube channel as the marketing strategy for local cosmetics products in Indonesia.