The Effect of Consumptive Lifestyle, Beauty Vlogger as a Group of Brand Trust References as a Mediation Variable on the Decision of Purchase of Korean Cosmetics (Innisfree) in Surabaya

Abstract

This study aims to examine the effect of consumptive lifestyle, beauty vlogger and brand trust on purchasing decisions on Innisfree Korea cosmetic products. This study uses primary data derived from questionnaire respondents using Innisfree products. The sample in this study amounted to 210 respondents. Using the nonprobability sampling method used in analyzing data in this study using SmartPLS 3.0. Based on the results of the analysis and hypothesis testing can be obtained the results that consumptive lifestyle has a positive effect on purchasing decisions, but negatively affects brand trust. Beauty vlogger has a positive effect on purchasing decisions and negatively affects brand trust. Brand trust has a positive effect on purchasing decisions.